Horlicks carries forward “Fearless” legacy with new campaign ft A R Rahman

Horlicks
AgencyCon IAA Summit

With the exam season looming, Horlicks aims at making learning productive and fun for students with their new campaign Fearless Songs. The film has been created by FCB India.

Introducing a new take on learning, the brand collaborated with music maestro A R Rahman to produce an interactive music video for kids. During exams, kids often lose their ingenuity while learning under the pressure, of performing better. Horlicks recognized this gap and focused on providing alternative learning techniques which could help in better memorization for kids through music.

‘The Fearless Songs’ journey, which began in 2018 in West Bengal, collaborated with famous singer – Rupam Islam, to make learning easier for students. In an interactive video, Horlicks and Rupam Islam demystified the intricate formulas of Chemistry by associating them with our daily lives. With a remarkable success and response for the first song, Horlicks introduced the campaign nationally, this year.

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A nationwide rollout by tying up with possibly the biggest music maestro in India – A R Rahman, who makes a similar attempt with Tenses this time. The maestro explains the Present Perfect tense through his composition with a HPP hack. The selection of topics for the songs (Chemistry formulae and Tenses) is backed by research and these were shortlisted basis the Google search data for middle school children.

The idea stems from the fact that music plays a key role in unlocking learning and memorization. With music, even the most annoying topics can be transformed into enjoyable songs, possibly helping kids to be more attentive and concentrate better.


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