Candid goes to schools for Horlicks Kids Biscuits

The objective of the campaign was to create an annual Horlicks biscuits school quiz property in Tamil Nadu

BestMediaInfo Bureau | Delhi | May 22, 2012

Strategic brand activation agency Candid Marketing has conceptualised and executed a school contact programme for GSK's Horlicks Kids Buscuits. The objective of the campaign was to create an annual Horlicks biscuits school quiz property in Tamil Nadu to highlight its key proposition – Protein, Calcium and Vitamin D equal to two cups of Horlicks.

A mascot route was chosen to give a tangible identity for all the benefits Horlicks gives a child. 'QuestionAnna', the mascot, had a personality of its own. It is a name made from the words Question and Anna; question represents quizzing while Anna denotes 'big brother' in Tamil. He is strong, sporty and knowledgeable. “Anna” was shown as being strong and having a “know it all” air with all his accessories like book, pencil, and the compass helps him in his direction and the magnifying glass widens his curiosity. He carries his knapsack which keeps him ready for all eventualities arising out of his curiosity. The intent was to portray QuestionAnna as someone kids would look up to and emulate. QuestionAnna acted as a quiz master for Horlicks QuestionAnna Quiz Contest conducted across schools.

To excite the kids and create hype for the quiz, a comic book – 'The Adventures of QuestionAnna' – was created and developed by Candid wherein QuestionAnna was portrayed as the hero and the villains were RiddleMasters, Calcium Deficiency Diseases and Low IQ characters. Each of the short stories subtly put across the brand proposition.

Post distributing the comics and introducing the brand and quiz contest in classes, the heads of middle schools were asked to select two students from each grade to participate in the inter-school contest, through which 10 students were selected. The criteria for selection of these students were based on nomination by the teachers. In total, five teams competed with each other and the team that answered the maximum number of questions correctly won the contest.

Commenting on the activity, Amrita Kumar, Managing Partner, Candid Marketing, said, “The identity of the mascot was developed to gain maximum attraction from students and encourage participation. There were definitely certain challenges faced while attaining permissions, and that's where our experience and ability works for us.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com