Nick organises first client activity for Horlicks

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | May 18, 2010
In its first ever activity for a client, the kids' channel was able to reach about 4,000 kids across four cities in one day

Nick organised a summer carnival for children for its client, Horlicks, in four cities - Mumbai, Delhi, Kolkata and Chennai - on May 15. As a result of the activity, the GlaxoSmithKline brand reached more than 4,000 kids in one day across four cities.

The summer growth carnival essentially aimed to provide knowledge about nutrition to kids and their mothers. "With a serious message, you need to make sure that kids are also engaged in the fun way," reasons Puneet Das, general manager, Horlicks. He adds, "The idea of a carnival came through the insight that kids can be engaged with their favourite cartoon characters and get the message in their language; while mothers can also learn about the nutritional values."

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To carry home the message, the malt based health drink brand and Nick came together to organise an on ground activity in four malls - Inorbit Mall (Mumbai), Ambience Mall (NCR), South City Mall (Kolkata) and Citi Centre Mall (Chennai). The activities included rock climbing, group dances, magic shows and performances by jugglers and stilt walkers.

"The proposition that the brand wanted to communicate was that of nutrition and overall health development during summer in a fun and endearing way for kids. Keeping that in mind, we created a summer growth carnival with Nick cartoons," says Kashmira Gandhi, director, marketing, Nick India.

Cartoon characters such as Dora, SpongeBob, Ninja Hattori and Perman were used at locations in Chennai, Mumbai, Delhi and Kolkata, respectively, to engage the target group.

At the carnivals, educational stalls were put up in an area called Nutrition Academy, where parents could get more information on the importance of nutrition in the growth process, kids' nutritional requirements and to understand how a child grows.

"We reached more than 7,000 kids and parents through the activity in one day," says Gandhi.

The summer growth carnival was organised to highlight the fact, derived from a research done by Horlicks, that summer is the time when kids grow the most as compared to any other time of the year. "With the right kind of nutrition in the season, it can make a difference to kids' growth," says Das.

The activity was promoted heavily through a two week on air promotion on the channel. The kids' channel also created an interactive micro site for the brand at

This was the first activity created by Nick for a client. "This is the first time we have done an activity for a client and we hope to do a lot more with other clients as well, where we will leverage the strength of the platform and the popularity of Nick cartoons," says Gandhi.

GlaxoSmithKline (GSK) Consumer Healthcare recently rolled out a health food drink with a specialised protein formulation, Horlicks ProHeight, and is promoting it heavily. The company rolled out an outdoor campaign in February and already has a television commercial on air.