Horlicks Audio Conference
Audio Conference · Rural Engagement
About the Campaign
A large segment of Indian audiences cannot be reached through traditional or new-age digital mediums. This problem of low penetration coupled with low levels of literacy makes it difficult for brands to surpass the barriers of communication in remote areas. However, the rural centres of the country have been recorded as driving the telecom growth in the nation. In the Indian ecosystem, about 450 million active SIM cards are resting on feature phones — the highest across the world. This renders telecom as the medium with the largest penetration in markets with low data access.
Campaign's Objective
The initiative sought to promote a new Horlicks variant emphasizing superior nutrient absorption and drive awareness of bio-available nutrients across media-dark regions of South and East India.
CIL's Solution
CIL developed a platform leveraging telecom as the key channel to engage, educate and create awareness through SMS, chat rooms and voice calls — for one-on-ones as well as conference connections. The technology operates independent of the internet and can be used with any voice-supported device, even landline and feature phones.
Highlights
- Reached 4 million unique users
- 10-minute conference bridge with breakthrough 29% completed listenership
- Over 5,000 Moms connected live with celebrity Ravi Kishan
- 81% recalled the new variant for its emphasis on nutrient absorption
- 33% Top of Mind recall increase
- 12% usage growth observed
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