New Delhi: Chocolate Horlicks, a GSK Consumer Healthcare product, has partnered with popular toon character Chhota Bheem to connect with their younger audience. The partnership marks the first ever movie integration for the brand, with ‘Chhota Bheem Kung Fu Dhamaka’ that released on 10th May.
The association is supported by a 360-degree outreach campaign including television and digital campaigns culminating through an on-ground activation. In line with the campaign idea of “Horlicks Chocolicks ke liye Kuch Bhi Karega”, the animated TVC for the campaign showcases how Chhota Bheem and his best friend Kaalia will go to any extent to earn their glass of Chocolicks (Chocolate Horlicks) amongst the group of friends.
Link to the film: https://www.youtube.com/watch?v=kUNlIi-tPx4
The campaign is also supported by a digital engagement programme called Chocolicks Premier League challenge. Under this challenge, kids from various cities were asked to do city specific dance moves and upload their videos on Horlicks India Facebook page to bring the Chocolicks Carnival to their city. The carnival, an on-ground activation for the campaign, will have Chhota Bheem as the star attraction where the kids get to meet and engage with their favourite toon character.
Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSKCH Indian subcontinent, while commenting on the association said, “At GSK, we look forward to creating brands and campaigns that directly connect with our audience. Chocolate Horlicks is one of our most successful brands and its taste enjoys high equity with children. To strengthen our connect with our younger audience we associated with Chhota Bheem which is one of the most loved toon characters amongst kids. This integration is aimed to delight them – not just with a fun time at the carnival but also with the taste of Chocolate Horlicks.”