Case Study: How Glucon-D brought ice golas to parks to reconnect kids with outdoor play

Glucon-D rolled out its Energy Ka Gola campaign across Lucknow, Hyderabad, Mumbai, and Kolkata to engage children during the summer. Through a travelling branded canter, the brand distributed over 10,000 energy-infused ice golas made with Glucon-D to children in 120 public parks. The campaign aimed to promote outdoor play and position the drink as a quick energy option during heat-induced exhaustion. The activity was supported by influencer content, a campaign film, and local media coverage. 

Category Introduction

In 2025, India’s energy drinks market is projected to generate US\$5.99 billion in total revenue, with US\$4.48 billion coming from at-home consumption and US\$1.51 billion from out-of-home channels like restaurants and bars. The at-home segment is expected to grow at a CAGR of 4.10% through 2029. Average per capita revenue stands at US\$3.06, with per capita consumption at 0.87 litres. While volume growth remains modest, the category reflects steady demand, especially in retail channels. In global terms, India lags behind markets like the U.S., but signals growing consumer interest in functional, energy-boosting beverages.

Brand Introduction

Glucon-D, a product from Zydus Wellness, is a glucose-based powdered drink supplemented with vitamins such as D and C. It is consumed during high temperatures or physical exertion and has been associated with outdoor activity and fatigue recovery. 

Summary

Energy Ka Gola was a summer activation campaign rolled out across 4 Indian cities, Lucknow, Hyderabad, Mumbai, and Kolkata, reaching over 10,000 children through on-ground distribution of energy-infused ice golas made with Glucon-D. It was amplified through social media platforms and influencers, combining physical engagement with digital amplification.

Objective

• Building relevance and consideration of Glucon-D for daily exhaustion moments

• Drive engagement with kids and parents by associating Glucon-D with fun, energy, and immunity

• Revitalise brand relevance among younger audiences

Problem Statement/Objective 

• Combat declining outdoor play among children during summer due to heat and fatigue

• Reinforce its positioning as a go-to instant energy provider

• Tap into nostalgia and community warmth to trigger emotional and functional associations

Brief

Build Glucon-D as an instant energy provider for daily exhaustion moments. Support children to engage in exercise / sports without letting the summer heat come in the way 

Creative Idea

Turn the Indian ice-gola into a modern energy + immunity experience for kids, by infusing it with Glucon-D flavours (Orange, Mango, Nimbu Pani). Distribute it at public play spaces in the moments of exhaustion for the kids.

Challenges

• Extreme weather conditions limiting prolonged outdoor activity

• Creating a scalable and hygienic distribution mechanism for ice golas

• Rescheduling of grounds at the last minute despite permissions in place

• Ensuring offline activation got meaningful online visibility

Execution 

On-ground – A branded ‘Glucon-D Express’ canter covered 120 public parks and grounds across four cities: Lucknow, Kolkata, Mumbai, and Hyderabad.

Influencers – Instagram influencers from various audience cohorts joined the activity on-site, contributing to its online visibility.

Meta – Photo and video content captured children engaging with the initiative, including reels, behind-the-scenes footage, and parent testimonials.

YouTube – A campaign film chronicled the journey of the Glucon-D Express, showing its interaction with communities across cities.

Local publications – Regional newspapers featured coverage of the activation across all four cities, noting its outreach and presence in public spaces.

Results 

Quantitative

• 10,000+ children reached physically in 4 cities. 120 grounds/parks reached

• Over 700 kgs of Glucon-D used in Golas

• 2M+ digital reach on social media

• 20% increase in followers on Instagram

Qualitative

• Positive sentiment from parents who appreciated the fun + functional nature of the initiative

• The gola format proved emotionally resonant, bridging generations while addressing a real summer need

• Created strong emotional linkage between play, energy, nostalgia, and health

Tarun Arora, CEO, Zydus Wellness, said “As summer weather swings between extremes, our approach to children’s wellbeing must adapt just as swiftly. Glucon-D, a trusted household name for decades, continues to deliver instant energy and immunity support when it is needed most. With Energy Ka Gola, we have blended nostalgia with science to offer a timely, accessible solution, one that is rooted in legacy but designed for summer challenges. It is a reflection of our enduring commitment to fuel the energy and resilience of India’s children.”