Women’s Horlicks gets active online, plans 10% ad spend

The consumer health brand is running a display ad campaign and plans to evolve its website into a community

GlaxoSmithKline Consumer Healthcare (GSKCH) recently initiated a media campaign for Women’s Horlicks, featuring brand ambassador Konkona Sen Sharma. As part of the campaign, the company has launched a website on women’s health issues, www.indianwomenshealth.com

Speaking to agencyfaqs!, Shubhajit Sen, vice-president, marketing, GSKCH India, says that digital media will play a key role in promoting the product to its target audience. “We are particularly trying to reach working women, who we have learnt use the Internet a lot to find information. Also, as we are getting into the category of women’s health, there is a degree of education and awareness that needs to be created, for which the Internet is the best medium,” says Sen. He adds that the ad spend on digital media will be close to 10 per cent.

The website provides information on subjects such as pregnancy and nutrition. The content has been created by design agency ISHIR Digital. GSKCH’s creative agency is JWT.

Commenting on the response to the site, Sen says it reached an unduplicated audience of 1.5 million in a month, and it received 8,500 unique visitors, of which 3,500 registered on the site. The profile of the women visiting the site is in the age group of 20-45 years and the traffic is mostly from metro towns.

To promote the site, the company is running a display advertising campaign on horizontal portals such as Yahoo!, Rediff and Webdunia. It is also targeting women specific sites such as Sitagita.com and Tips4me.com and the cookery websites of well known chefs Tarla Dalal and Sanjeev Kapoor.

As the site evolves, Sen says that there are plans to create a community and allow women to share their experiences through blogs and to create groups. Members may also be able to chat live with the experts on the site. Sen adds that the company is exploring the possibility of online sales, depending on the feasibility.