Client: Horlicks Protein+
Agency: The Glitch
National Creative Head: Aniket Choudhary
Associate Creative Head: Dheeraj Patra
Art Director: Prafful Saxena
Group Head Planning: Divyoshri Chatterjee
Group Head Brand Strategy: Harshil Dhawan
Objective: To create urgency in mind of consumers regarding their muscle health
Observation: There are some actions which seem simple but when you get down to do it,
you realise “It’s Not That Simple”
Fact: Today nobody wants to feel old or be told they are getting old. #ForeverYoung, #Young@Heart #AgeIsJustANumber is the motto. Age happens and with the hectic, stressful life people ignore their health. However, when basics starts getting affected, alarm strikes and action is taken.
Idea:
We came up with the idea of The Rise Up Challenge
We use the one thing people thought they could do easily, like getting up from a chair and showcase the reality of
MUSCLE MASS LOSS through a simple test.
The Chair Test
Step 1: Sit on a chair, Step 2: Cross your hand place them on your shoulder, Step 3: Get up on 1 feet
We also created a hub i.e. Amazon brand store page
