To strengthen the brand’s association with health and fitness, Horlicks 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.
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.