Review: Does Horlicks Protein Plus’ #RiseUp pass as an engaging Challenge?

Horlicks Protein Plus
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The nutrition drink brand urged consumers to take #RiseUpChallenge and know the reason behind being tired; Horlicks roped in influencers like Sumeet Vyas and Aparshakti Khurana.

At any given time, 1 in every 5 people feel unusually tired and 1 in 10 have prolonged fatigue, state reliable statistics online when searched how common is tiredness. The reason for feeling tired often can be anything including an ample amount of work or peer pressure or simply, aging.  

Horlicks Protein Plus set out to generate awareness about muscle health among consumers who are 30 plus in age. The brand created a digital campaign called #RiseUpChallenge, conceptualized by The Glitch, and aims at spreading awareness about muscle health deterioration. Due to a lack of awareness – people fail to identify the early symptoms of poor muscle health.

About #RiseUpChallenge

A video film was created showcasing 6 individuals from different backgrounds, participating in a simple test to help identify their muscle strength. The test required them to attempt to stand up from a seated position balanced on one foot, with the other foot stretched straight ahead and arms folded. Completing the test would indicate the person has good muscle health.

Campaign Insight

Muscle health has a crucial role in the normal functioning of a human being. However, it usually goes untracked. With this campaign, Horlicks Protein Plus intends to educate the people about the importance of muscle mass and how it starts declining as they move into their 30’s.

“We are confident that after taking up the challenge, people will understand its significance and take corrective actions for building muscle strength and consequently foster a healthy lifestyle. Horlicks Protein+ is an offering from our portfolio to help consumers with quality protein intake,” shared Vikram Bahl, Executive Vice President Marketing, GSK Consumer Healthcare India 

Creative Thought Process

The agency used a seemingly simple test as a vehicle to draw attention to diminishing muscle health and thereby the need to consume adequate protein. Kabir Kochhar, Founding Partner, The Glitch  said, “Through the #RiseUpChallenge, we were able to make the consumer aware that poor muscle health could be the reason behind their tiredness.”

Routing the social way

The film was amplified on social media platforms using the #RiseUpChallenge, which then evoked interest from various influencers who attempted the challenge and further nominated social influencers like Sumeet Vyas, Aparshakti Khurana, Shifa Merchant, Viraj Ghelani to assess their muscle health.

Also Read: Does Women’s Horlicks ‘Stories of Strength’ stand as a differentiator out of the many pro-women campaigns?

The brand pulled off some pre-campaign launch buzz online and rolled out a few teasers.

Experts Take:

Yashraj Vakil, CEO, Buzzinga Digital

The thought of relating muscle health to tiredness is something that working masses will immediately take notice of. While the hashtag is scalable, it would need to be executed correctly to become a nice campaign. 

However, the challenge is both cliched and very well known. The video is boring and unimaginative with a rather poor build-up. Real people might have been used but they seem to be reading off of a script. The VO, too, unfortunately, is not very impactful and doesn’t ring a bell or build any recall. As a centerpiece of the campaign, more thought, effort, and budget should have gone into it. The campaign gets my Thumbs Up, but it’s a Thumbs Down for the video. Unless activities have been planned to scale this up, the campaign is forgettable.

Sandeep Singh Saini, Operation Lead, North, Team Pumpkin

The thought is good and very well executed. I think this ad allows the user to connect himself/ herself with the problem stated. It serves the purpose of highlighting the key features of the product and educating the user in an entertaining manner. I think this campaign #RiseUpChallenge could be extended as an on-ground activation moreover to the strategic tie-ups with relevant TV shows could help to make it big.


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