Horlicks has extended its 'Be Fearless' campaign with a film featuring AR Rahman.
Conceptualised by FCB Ulka, the film opens with a child struggling to learn English tenses. Rahman steps in and offers tips on how learning could be fun for children. Titled 'Fikar mat karo', (don't take stress), the music video looks to provide an alternate learning technique for children.
‘The Fearless Songs’ journey began in 2018 in West Bengal through a video featuring Rupam Islam. Horlicks introduced the campaign nationally this year.
Vikram Bahl, EVP - marketing, GSK Consumer Healthcare India, said, “We at Horlicks understand the stress that students undergo during the exam season. After laying the groundwork to tackle exams with confidence last year with the ‘be fearless’ campaign, Horlicks endeavors to continue making learning more productive, this time using music. Hence, we collaborated with music maestro AR Rahman, who with his exceptional musical talent, helped us create a composition on Tenses, one of the top searched topics by kids during exam time. He is the perfect fit for the campaign, considering his connect with the masses and with the brand in his growing up years. We want kids to face the exam season confidently, by promoting smarter and alternate learning methods, which we believe help in better understanding and retention of tough topics and therefore make kids more confident to tackle exams.”
Swati Bhattacharya, CCO, FCB Ulka, said, "January to March are exam pressure months all over India, that’s 90 days out of 365 gone out of a child’s life. So, the brief we gave ourselves was how could we bring the childhood back? By using music as an unlock to help the child prepare for exams, we helped reduce fear and made preparation more enjoyable. The fearless songs were written keeping the curriculum of children in mind, helping them not to memorise, but understand and retain them better."
Client: Horlicks India (GSK Consumer Healthcare)
Creative agency: FCB Ulka
CCO: Swati Bhattacharya
Creative team: Anusheela Saha, Sumitra Sengupta, Sreya Basu, Swati Singh.
Account management: Debarpita Banerjee, Shreekant Srinivasan, Jyotsana Kaushik, Ishaan Khandpur, Vishakha Khattri
Planning: Gurleen Pal
Film’s department: Alpa Jobalia, Mazhar Khan
Director (of the TVC): Ken Rolston
Executive producer: Radhika Joshi, Zina Khan
Production house: Storytellers