Horlicks India's Passion Paathshaala rakes in mixed reactions on social experiment route

Experts share a mixed reaction on - Horlicks Passion Paathshala which rides high on the social experiment format, narrating real-life stories.

Horlicks Passion Paathshaala aims to help children to build on their passion and quest to do what they love.

‘Sapne Hazaar hai, karne ki chaah hai, Iss jahan me badhne ki yaas hai’ - sings a kid who not only loves painting but singing too. There are instances where the children are ambitious to do more but parents only identify one of their taltents according to their interests. Kids deserve more than they will if they possess the talent and zest to do what they love- why not?

Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India shares, “Horlicks, as a brand has always aimed at providing children with necessary nutrition to achieve more. Through this campaign, we aim at nourishing and fuelling the hidden hunger in children to go beyond by giving them a platform to grow and excel in any field of their choice.”     

Campaign Insight

While the brand has been communicating ‘Hunger to do more’ in its TVC campaigns, it wanted to bring alive this concept in the real world as well. Hence, this social experiment of Horlicks Passion Paathshaala created by Havas, wherein the brand helps children to carry on with their passion.

The campaign went live on social media and the brand claims "we have received an overwhelming response with over 29 million views on Youtube till date."

Also Read: Are social experiment campaigns dying?

The campaign has managed to garner 18 Million views on Facebook with about 5k shares and 170k reactions.

The brand has also created a micro site under the initiative for kids to take the passion test and realise their ambitions. Horlicks Passion Paathshala works as an extension to the brand's 'Badne ki Bhookh' which was launched in 2017, showcasing children and their hunger to grow in different ways. Thereby dialing up the passion by looking closely at what makes these kids today go after so many things, with great ease. Keeping a keen eye on children and childhood, Horlicks – Health Food Drink from GSK Consumer Healthcare resonates with this hunger and encourages them to go after it with their all new campaign ‘Badhne ki Bhook Rag Rag Mein’.

Social Media Game

Post the release of the main campaign film, Horlicks has been releasing bite-sized videos of real stories with #NutrientAbsorption. The brand is also trying to reach out to regional audiences with copies in Hindi. 

Experts share their take on the campaign and also on the effectiveness of social experiments as ad campaigns.

Experts review: 

Yash Chandiramani, Founder, Admatazz

Its an interesting campaign. I like the fact that they're talking about what else does your child want to do? In a country where we put a lot of pressure on kids to focus on one thing or make life decisions at an early age, its nice to see them encouraging kids to keep their options open. From an advertising perspective, I feel it hits the right note with their target group.  

As long as the social experiment is relevant and doesn't look forced. Social media is all about real people, so I doubt real people campaigns will die down so easily.

Varshabh Iyer, Copywriter, Magikbox

While the concept and the sentiment is popular, the film lacks the authenticity it deserves. It does not hit the emotive notes it should have. Social experiment campaigns have always been a tricky lot. Barring a few (Always, Heineken), not many have necessarily tapped into the collective subconscious. The lines are often blurred between a social experiment and a scripted campaign these days.