Horlicks shows importance of 'emotional nutrition' in new digital campaign

In a new digital campaign, Horlicks turns focus on the coaching hub of Kota with a message of 'emotional nutrition' to allay exam fears

Well-known malted health drink brand Horlicks has furthered its years-long campaign aiming to allay the dreaded fear of exams among Indian schoolchildren with a new advertisement that focuses on arguably the worst hit of places — the coaching hub of Kota in Rajasthan. The digital campaign titled Fearless Kota shows children at the “coaching capital” for higher studies in distress and feeling “caged”. The ad, running for over two minutes, begins with grim statistics on student suicides in Kota. But to the pleasant surprise of the students, their mothers turn up together in buses and spend quality time, restoring calm