New Delhi: Mindshare, the activation partners for Horlicks Ahaar Abhiyan won a slew of awards at the Emvies this year, including a Silver for Best Media Innovation – Out of Home and Best Implementation Team of the Year and a Bronze for Best Media Innovation – Ambient Media.
The Art for Nutrition 2012 outdoor exhibition under the Horlicks Ahaar Abhiyan platform was an innovative way to spread awareness about the cause of malnutrition. Art for Nutrition was a unique painting exhibition hosted by Horlicks as part of Ahaar Abhiyan. More than 25000 paintings by children were collected in support of the campaign. These paintings were exhibited at several metro stations in Kolkata (June 2012) converting them into a huge canvas showcasing children’s interpretation of the fight against malnutrition. It served as a visual expression of Horlicks Ahaar Abhiyan, through the eyes of young minds.
At the Emvies 2013, Horlicks Ahaar Abhiyan won the Silver award for its use of traditional formats like hoardings, bus shelters, pole kiosks etc in the Best Innovation-Out of Home category. Another Silver award was conferred to recognise the team behind the campaign that overcame implementation and operational challenges to make an innovation come alive! In the Best Media Innovation – ambient media category, Horlicks Ahaar Abhiyan won a Bronze award for its use of large and small-scale formats that demonstrates best adaptation and use of location and environment.
Commenting on this prestigious win, Jayant Singh, EVP, Marketing, GSKCH India, said, “We are delighted that Horlicks has won 3 prestigious awards in the Best Media Innovation – Out of Home, Best Implementation Team of the Year and Best Media Innovation – Ambient Media categories. Horlicks Ahaar Abhiyan is a combined effort of the brand, its agency partner and extended team, along with its customers to spread awareness and take action against malnutrition. Every success that the brand enjoys is a testimony to our effort in creating awareness and addressing the issue of malnutrition. We hope to continue to make impactful campaigns for meaningful consumer engagement in order to make a positive difference to the lives of people. “
Emvies, in its 13th edition this year is one of the most prestigious and honoured recognition in the industry. This year the Ad Club shortlisted 124 entries overall, out of which Horlicks Ahaar Abhiyan has won three awards. The campaign drove the jury to create a special category for ’Best Implementation Team’ to reward Horlicks Ahaar Abhiyan’s team. It emerged as a winner after a final Jury verdict was announced across all the categories and entries submitted!