Horlicks Using`mSamvaad` to Reach Out to a Media-Dark Rural Market

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: MKTG430
Case Length: 6 Pages
Period: 2019-2020
Pub Date: 2021
Teaching Note: Available
Price: Rs.200
Organization : GlaxoSmithKline plc
Industry : Healthcare and Services
Countries : India
Themes: Rural Markets, Digital Marketing, Marketing Communication,A dvertising & Promotion
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1

Introduction

In late 2019, Mindshare India, the Indian subsidiary of global media agency Mindshare , launched a high-scale engagement program for Horlicks through its new mobile voice-driven platform called ‘Audio Conferencing Bridge’ or ‘mSamvaad’. British multinational pharmaceutical company GlaxoSmithKline plc (GSK) , which owned leading Health Food Drink brand Horlicks, used ‘mSamvaad’ to deliver a message about the nutritional benefits of a new variant of Horlicks to mothers in Bihar, a media dark state considered one of India’s most backward..

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