Horlicks widens its brand appeal with new ad campaign 'Fearless Kota'

The market leader looks to expand its footprint with more targeted advertising and a broader portfolio of products, hopes to beat the clutter and stay relevant

A month ago, health food drink Horlicks attempted something novel. It launched a digital campaign that spoke of exam pressure faced by youth sitting for competitive entrance tests. Titled ‘Fearless Kota’, the campaign put India’s coaching capital in the spotlight, bringing to the fore an uncomfortable reality — of students committing suicide due to exam pressure in Kota — and the need for emotional support for them.

While Horlicks, the country’s largest health food drink, has traditionally addressed mothers and kids through the years and has even picked up the issue of exam phobia faced by children, this is the first