New Delhi: Keeping pace with the exam stress, Horlicks unveils its latest campaign, titled ‘Fearless Kota’ crafted by FCB Ulka.
Kota is the biggest hub of the coaching centers for India’s toughest entrance examinations. Every year, over 1.5 lakh students arrive in Kota, leaving their homes, in the hope that with expert guidance and sustained hard work they will be able to crack these exams.
With heavy financial investments and pain of leaving family behind, children often find themselves in a stressful environment where there is competition all around and getting a good rank is all that matters in the world. This stress leads to phobia of exams, fear of failure and ultimately depression. In some cases, it forces children to take extreme measures to end their lives. Over the years, the toll of students committing suicide has been on a rise.
To do well in exams, students must study in a stress-free environment without the fear of failure. This enables them to face the exams fearlessly.
Swati Bhattacharya, CCO, FCB Ulka said, “It’s like Mother Teresa said – “The hunger for love is much more difficult to remove than the hunger for bread.” Students in Kota have access to the best faculty and world class facilities, but they’re missing a fundamental need that is as biological as the need for vitamins. We’ve termed this “emotional nutrition”, and Fearless Kota is our way of showing its power.”
Campaign Summary:
| Campaign Elements:
Digital
Client : GSK
Creative Agency : FCB Ulka
CCO: Swati Bhattacharya
Creative Team : Abhijeet Ray, Gayatri Sriram, Shailesh Khandeparkar
Account Management : Debarpita Banerjee Jyotsana Singh Kaushik, Yaman Gogia, Vishakha Khattri
Director (of the TVC) : Dhruv Grover
Exécutive Producer : Aanchal Bhargava, Anshul Jain
Production House : Onions Creative Media |
TVC Details : Digital
Working title of film : Fearless Kota
Duration : 2 minutes 30 seconds
Campaign breaks as of : 24.01.2018
|
TVC link
https://youtu.be/0azhsVWu8uo
