Exams are around the corner and students are more stressed than ever.
Adding to their exam stress, parents add more pressure on them to score good marks and get into a top university. Unable to bear the stress, fear of failure and immense parental pressure, students often end up with suicide.
In a bid to reduce exam stress and boost student’s confidence, Horlicks has unveiled its latest campaign. The new Horlicks campaign is titled Fearless Kota crafted by FCB Ulka team.
KOTA, EDUCATION HUB OF INDIA
For people who are unaware of Kota, it is the biggest coaching hub to crack down India’s toughest examinations like JEE and NEET. It is located around 250 kilometers south of Rajasthan capital, Jaipur.
Every year, over 1.5 lakh students from all over the country take admissions in Kota. The sole reason is to get into the topmost prestigious engineering or medical college.
Having known as education hub of India, Kota is also well-known for having the highest number of student suicides. In fact, Kota is informally called as the Suicide Capital of India.
Kota’s hectic schedule and tremendous performance pressure are often too much to handle.
For JEE and NEET aspirants, Kota is not just a coaching hub but a ‘pressure cooker’ as well.
The fear of failure, loneliness, pressure, emotional deprivation results in suicidal thoughts. As a matter of fact, the pressure of competitive exams is taking its toll on the bright young minds here.
HORLICKS AD CAMPAIGN
According to the new Horlicks Ad Campaign video, 1464 calls have been made to the Kota suicide helpline since March 2016.
Following various suicide incidents, Horlicks takes an initiative to encourage students to face exams fearlessly.
Horlicks, the malt-based health drink by GSK Consumer Healthcare highlights the fact that students need emotional and mental support to overcome exam stress.
Through their new digital Horlicks campaign, they try to convey that ‘Emotional nutrition’ is equally important as physical nutrition.
Emotional nutrition refers to love and care of ‘nutrition experts’ (The Mothers) – something that laboratories cannot manufacture.
Vikram Bahl, Area Marketing Lead, Nutrition and Digestive Health, GSK Consumer Healthcare India said
Through the Fearless Kota film, we wanted to highlight that along with a healthy body, a healthy mind is equally important to perform. Therefore, the right emotional nutrition is needed for children to overcome the fear of exams. The film captures the belief that a mother’s love is the best dose of emotional nutrition that helps a child overcome stress and face exams fearlessly.
MOTHER’S LOVE – BEST DOSE OF EMOTIONAL NUTRITION
As a part of Horlicks new Ad 2018 campaign, a bus full of moms set a ride to Kota to meet their children. It’s a step to comfort the students with much needed emotional support in the form of love and care.
Some of the overjoyed students broke down into tears on seeing their parents.
Some mom’s served their children with their favorite dish, some massaged their head to make them relax while some gave them a glass of milk with Horlicks.
The Horlicks ad ends with the note saying:
Horlicks believes that mother’s love is the best dose of emotional nutrition that helps you defeat stress and fearlessly face exams.
Commenting on the Horlicks campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka said,
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. Going forward we will build on this narrative.
Here is the Horlicks Ad campaign video: Fearless Kota.
Please remember that No exam is bigger than your life. Nothing is ever worth taking one’s own life – Try hard but never give up.
Failing in an exam is not the end of life, there are plenty of other ways to succeed and have a better life.
We wish Good luck for the upcoming exams.
Be strong and stay focused, nothing can deter YOU! 😉