Horlick's latest content initiative encourages women to share their ‘Stories of strength'

Women are known for their mental or emotional power but rarely for their physical strength. Women’s Horlicks wanted to break this notion through its latest campaign, ‘Stories of Strength’, which celebrates women who dared to follow unconventional dreams and showed the world that they are not just mentally fit but physically strong too.

Women’s Horlicks encouraged women to write their own stories of strength and share them at #StandStrong. Women display physical strength in various facets of their lives. But it is not talked about, not encouraged nor celebrated.

Adding more depth to the ‘Stand Strong’ narrative and to celebrate and support physical strength among women, Women’s Horlicks collaborated with Dr Seema Rao, India’s first women commando trainer; Ratna Singh, India’s first female naturalist and Uma Das, India’s first woman Dhaki player.

The film is the latest product from the agency’s content arm FCB FuelContent.

These women explain the challenges and difficulties they faced in their unique career choices along with the physical and mental strength it required to fulfil their dreams.

With this campaign, Women’s Horlicks empowers women to break down the misconception that women can’t be physically strong. It also aims to engage, encourage and equip women with the physical strength that is needed to follow their passions.

The campaign urges women to take care of the one thing that makes them strong from within: bones. The brand believes that if women become strong physically as they are in their mind, they can go out and conquer whatever they set their eyes on. Bone health is extremely important, as every one out of two Indian women is at risk of low bone mineral density (BMD), which can lead to osteoporosis.

Vikram Bahl

Vikram Bahl, Executive Vice-President, Marketing, GSK Consumer Healthcare India, said, “Women in India are often celebrated for their emotional solidarity and not physical strength. With Stories of Strength, we wanted to break this misconception and enable women to be physically, emotionally and mentally strong. As a brand that challenges stereotypes, we believe that it is our responsibility to encourage women to invest in strengthening their body and mind, so that they can pursue their dreams and aspirations.”

Swati Bhattacharya

Swati Bhattacharya, CCO, FCB Ulka, said, “Every story of bravery, every story of strength and every story of courage, is often a man’s story; we don’t hear a woman’s stories of courage. Women stories are about sacrifice, being vulnerable or being rescued. So, with ‘Stories of Strength’, we thought of changing the narrative, so that when we think of strength, we don’t just think of men.”

Debarpita Banerjee

Debarpita Banerjee, President, North and East, FCB Ulka and Head FuelContent India, said, “Each of these women have stories with plenty of strength and equal proportions of soul in it. And balancing the two visually was an interesting challenge. At Fuel Content, we feel lucky to partner brave brands such as Women’s Horlicks wanting to connect and create conversations differently.”

Videos:

Credits:

Client: Women’s Horlicks (GSK Consumer Healthcare)

Creative Agency: FCB India

CCO: Swati Bhattacharya

Creative Team: Anusheela Saha, Gayatri Sriram, Sumitra Sengupta, Amna Rahman, Anamika Kumari, Sreya Basu, Swati Singh, Ushna Chowdhuri, Tushar Singh

Account Management: Debarpita Banerjee, Sareesh James Kutty, Swati Mongia, Abhijeet Nagar

Planning: John Thangaraj, Tanvi Arora, Archita Ghosh

Director (of the TVC): Surjo Dutt

Executive Producer: Mayuk Hazarika

Production House: FuelContent

TVC Details: Digital

Working title of film: Stories of Strength