Commenting on campaign, Prashant Pandey, EVP Marketing – Nutrition & Digestive Health, GSK Consumer Healthcare, said, “While 1 in 2 women (above 30 years of age) in India may suffer from weaker bones due to Low Bone Mineral Density, they are rarely aware of the condition and its implications. With our new campaign, Women’s Horlicks poses a question to the women of today- “Are you #StrongToTheBone? As pioneers in nutrition for women, we felt that this Women’s Day it is our responsibility to talk to them about their own bone health to make them stronger inside and outside.”
#StrongToTheBone has been conceptualized in partnership with The Glitch, with media strategy by PhD and its targeted primarily on women over 30 aims to create conversation around bone health with a clear call to action for the women to take a step towards their health, primarily bone health.
The consumer connect programme has been driven digitally through social platforms such as Twitter and Facebook. Organic conversations in these areas have resulted in a higher engagement with the consumers.
As a part of the campaign, the brand also launched a digital film which showcases the lives of 4 women who have chosen to live their lives in a certain way. These talk of women who have changed small things in their lives to achieve something.
The storylines are from our daily lives narrating the seemingly ordinary wins of extraordinary women who could be the mother who learns to swim, or the women who moves helps in moving the house to helping her husband to change a tyre. These are all simple relatable and real-life situations which establish the need for strength from women every day.
As a part of the communication, women are encouraged to take an online Bone Mineral Density test. By answering a simple 5 question test, a woman can gauge if she is at risk of low bone health. If she is found to be at risk, then Women’s Horlicks provides them an opportunity to get a free bone mineral density test done at a facility near their home.
