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Horlicks educates women by running Twitter campaign

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To strengthen the brand’s association with health and fitness, has recently introduced a Twitter campaign #OathToHealth. The main objective of the campaign was to kick-start the New Year by promoting healthy habits among its fans and followers.

Horlicks educate women by running Twitter campaign
The hashtag trended on Twitter for around 8 hours and generated 9,000 conversations.

Mindshare designed and conceptualized this campaign and as a part of this people were asked to share their #OathToHealth for next 365 days. The hashtag trended on Twitter for around 8 hours and generated 9,000 conversations.

The campaign also roped in top food bloggers who became social ambassadors for the brand by creating and promoting healthy Horlicks Oats recipes. Other associations include  Tarla Dalal’s cookery site, Nandita Iyer, Kalyan Karmakar and Neha Mathur.

As the overall consumption and acceptance of oats has grown in the market, many well-known brands like , , and Kellogg’s are competing hard to capture the market share.