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Horlicks ProHeight stands tall in Kolkata

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | February 08, 2010
As part of the test launch, the new health food drink was depicted innovatively on outdoor media

GlaxoSmithKline (GSK) Consumer Healthcare has recently launched Horlicks ProHeight, a health food drink with a specialised protein formulation, which, the company claims, provides essential nutrition for a child's growth.

In locations across Kolkata, the company launched an innovative outdoor campaign for Horlicks ProHeight. The campaign was executed using different formats, including wrap around pillars, traffic beat branding, and hoardings. Locations from Salt Lake to VIP Road, and major flyovers, such as AJC Bose and Park St were branded, besides the city's other key junctions and stretches.

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The launch concept was meant to highlight the concerns of mothers, who are custodians of a family's health. Often, mothers are anxious about whether their children are growing as fast as their friends; whether they would be among the taller ones in class; or whether they can reach the high shelves that the mothers can't.

Translating this idea into a campaign, a larger than life cut-out, of a boy standing on a stool trying to grab the new Horlicks pack, was created on various locations across Kolkata.

In another outdoor innovation, programmed sequential illumination brought alive the key visual of the Horlicks ProHeight pack on various hoardings.

While the innovation was ideated by JWT, GSK's creative partner, the execution was handled by Percept OOH.

Though Horlicks has used outdoor in the past, this is the first time that it has used the media on such as large scale for a product launch.

Puneet Das, manager, marketing, nutrionals, GSK shares that as part of a test launch, the product has been launched in West Bengal and Tamil Nadu only, which are strong markets for Horlicks. Based on the response in these regions, the company will chalk out the strategy for pan India launch.

"As per the initial feedback, we have certainly created a lot of buzz about the launch. There is a steady demand building in for the brand in a short time, which is a possible result of the innovative multimedia approach," he adds.

The company did not have the option of exploring outdoor opportunities in Tamil Nadu, due to the unavailability of large formats in the market. Besides OOH, the company came up with a TVC during the launch in December last year, followed by on-ground activations in malls.

Speaking on the campaign, Sanjay Pareek, president, Percept OOH says, "The current outdoor landscape is cluttered and the only way to break the clutter is to innovate. But it is easier said than done, as clients have to buy in into innovation. GSK supported us to go for innovation. And we must thank JWT to have worked on a creative which suited the outdoor medium."

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