Horlicks Diabetes+ deployed a multi-channel campaign that connected with a fickle target audience and drove powerful business results.
India is often referred to as the diabetes capital of the world, with a considerable number of people affected by this condition. One of the major reasons for the high diabetic rate was not just the presence of sugar, but also the absence of fiber in diets, which affects blood sugar control. Horlicks Diabetes+, which had the unique proposition of having the highest fiber per serving among all other nutrition drinks in its category, wanted to penetrate the market and reach out to at-risk individuals and diabetic patients. The objective was to position Horlicks Diabetes+ as the preferred nutritional drink among individuals with diabetes in India by increasing brand awareness, driving product trials, and ultimately boosting sales.
As the category is quite niche and sensitive, targeting diabetic patients through regular media posed a challenge and turned out to be complex affair. Horlicks started with deploying media on TV, as it was the primary medium for building reach, but it was difficult to gather data if these ads were reaching the right audience. Meanwhile, due to the policies of Google and Facebook, sensitive targeting was not allowed, which became an issue for the brand. So, Horlicks faced a unique challenge, as it was not able to reach the right audience both on TV and digitally. Hence, product trials became the preferred approach.
The primary target audience for this campaign was individuals aged 40 or older who either had diabetes or were at high risk of developing diabetes. This audience is typically health-conscious, digitally savvy, and actively seeks solutions to manage their diabetes. However, due to the novelty of the product in a sensitive category, they often exhibit inertia toward trying new products without doctor recommendations and are hesitant to purchase without trying the taste.
There has been a 500 percent increase in healthcare teleconsultation in India, with 80 percent being first-time users. Individuals with diabetes are progressively turning to the internet to seek answers to their health-related queries, doing everything from engaging with peers in health communities to online consultations with diabetologists. This digital shift is indicative of the evolving healthcare landscape.
There has also been a significant shift toward online purchasing of diabetic products, indicating a preference for the convenience and variety offered by e-commerce platforms. Platforms like Amazon and Flipkart have introduced specific categories for diabetic products, suggesting a growing demand for online purchasing of these items.
As such, digital platforms became the natural choice for this campaign, as they allowed for privacy, one-on-one conversation, and precise targeting. But this was not going to be enough. The proof for a diabetic is in the pudding — albeit a sugar-free one — which is why tapping into e-commerce platforms to drive trials became critical for the brand.
The campaign leveraged a multi-channel approach to reach and engage the target audience effectively. By integrating digital health platforms and e-commerce channels, Horlicks created a holistic ecosystem for brand awareness and product trial.
Key execution highlights included:
Approximately 60 percent of the campaign budget was allocated to digital channels due to their precision targeting, measurable ROI, and ability to track consumer behavior in real-time. The remaining 40 percent was used for creating trails with Ecommerce.
Through unique and strategic partnerships, Horlicks were able to make Diabetes Plus the go-to diabetic supplement brand across urban India. Results included:
This campaign has resulted in powerful business scores for the brand, as it achieved a higher than 15 percent growth in online sales of Horlicks Diabetes+ during the campaign period and a 20 percent increase in brand saliency, as indicated by post-campaign surveys.
