Background

Horlicks, the global brand, was launching a new variant Horlicks Shake. The brand wanted to get consumers to see the variant as a means to create a tasty milk based drink. Using mobile interactivity as an integral part of the creative for the regional television campaign helped achieve this.

Objective

1. Build the Horlicks Shake brand
2. Reinforce the positioning of Horlicks Shake and taste factor
3. Give consumers a convenient and instant medium to interact with the brand

Solution

A SMS based contest element was added to the television campaign creative. Consumers were asked to simply SMS SHAKE to the short code 3636 to find out how to add more taste in their milk and also be entered into the contest.

Results

Over an 8 week period the campaign generated over 11000 SMS responses.