Horlicks’ Fearless Kota, a campaign focusing on the exam stress, has won at the 4th edition of the IndIAA Awards, in the ‘Food & Beverages’ category. The award ceremony took place amidst celebrated jury members and marketing industry stalwarts, in Mumbai.
IndIAA Awards is the intellectual property of the International Advertising Association (IAA) India chapter. The IndIAA Awards are unique awards that recognise creative work done for top advertised categories which is not merely created for award shows. The work that is awarded, is chosen by an erudite CEO Jury from top marketing companies. The jury for IndIAA Awards 2018 included eminent names like, Ravi Desai- Amazon India; Rajiv Anand- Axis Bank; Suparna Mitra- Titan; Sangeeta Pendurkar- Pantaloons; Alpana Killawala- Reserve Bank of India and Ranju Kumar Mohan.
The film, Fearless Kota, crafted by FCB India is set in the coaching hub- Kota. It drives home the message that ‘Emotional Nutrition’ is just as important as ‘biological nutrition’ which is provided by ‘nutrition experts’ – mothers. Amidst competition and stress, the film shows a bus full of mothers on their way to Kota with bags full of food and hearts full of love to meet their children. As soon as the children see their mothers, they are overjoyed, some of them even break down in tears. The film then shows mothers spending time with their children, talking to them and providing emotional support to supplement the efforts put in by children.
Rohit Ohri, Group Chairman & CEO, FCB India, said, “We’re delighted to receive the best Food & Beverage advertising award for ‘Horlicks – Fearless Kota’ from IAA. This is a true testimony to real work that positively impacts not just the brand, but also society. At FCB India, we believe in creating purpose-driven brands. Helping young Indians face exams without fear was the purpose driving brand Horlicks in this piece of communication… I’m so glad that this resonated deeply with the IAA awards jury.”
Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSK Consumer Healthcare India said, “We are delighted to win the IndIAA Awards for our Horlicks – Fearless Kota campaign. Our aim has always been to achieve creative excellence in work that not only delivers business results but also connect with our consumers. It has been exciting working with FCB India on this campaign; and getting recognition for our efforts at this prestigious platform is a testimony of the great work by the team. Through the ‘Kota Fearless’ film we wanted to highlight that along with a healthy body, one also needs a healthy mind to perform, therefore, right emotional nutrition is needed for children to overcome the fear of exams. The film captures the belief that a mother’s love is the best dose of emotional nutrition that helps a child overcome stress and face exams fearlessly.”
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