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Horlicks sends ‘bottle of love’ to Indian college students in campaign by FCB

FCB India has created a campaign for Horlicks called ‘Bottle of Love’, focusing on the students in the town of Kota, famous for being the coaching class and tuition capital of India.

The campaign involves mothers across the country packing gifts including food and emotional pick-me-ups for their children, studying in an intensely competitive environment.

Kota is full of institutes that claim to be able to train young Indian students to increase their chances of landing a handful of seats in the country’s few premier colleges.

The atmosphere of the coaching classes in the city has been described as toxic and reports of students committing suicide under pressure are quite commonplace.

This year’s campaign picks up from where last year’s Fearless Kota left off. In that campaign, mothers were shipped in to Kota to surprise their children with a visit.

This time around, they can sign up on a site to receive and empty Horlicks bottle which they can then fill, in whatever way they choose. The bottle will be delivered to the students in Kota.

Speaking about the campaign GSK consumer healthcare’s vice president of marketing Vikram Bahl said: “We recognise the emotional stress in children during exam time and the need to provide them with emotional nutrition.

“Horlicks, as a brand, has always aimed at providing students the support they need to excel. This time we went a step further and launched this campaign across India, in a bid to connect and reconnect children with their mothers.”

FCB Ulka’s chief creative officer Swati Bhattacharya added: “Almost every household in Bihar, Bengal and down South is home to a Horlicks bottle.

“By using the bottle, using its body to be the medium of sending ‘emotional nutrition’ from mothers to the children battling exam stress, is the insight that forms the foundation of this film.”

The campaign could be among the last from GSK for Horlicks which was acquired by Unilever in India towards the end of 2018.

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