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MARKETING

Horlicks, in collaboration with A R Rahman, launches new Fearless Song
Thursday, 21 February, 2019, 08 : 00 AM [IST]
Our Bureau, New Delhi
Health drink brand Horlicks has collaborated with music director A R Rahman to launch its new Fearless Song, aimed at making learning easier and more productive, and hence fun, for exam-bound students. The music director will produce an interactive music video to help the children prepare for their exams. Rahman’s composition is an attempt to explain the present perfect tense.

The film is about a child struggling with learning his English tenses we see how he uses music to better understand the topic. It then cuts to a classroom, where Rahman appears as an English teacher and tutors the child on a simple hack to remember the topic using music.

It transitions through the school, with the child becoming more and more confident, as the whole class chimes in to help the protagonist learn. Finally, through a grand finale, the protagonist understands how tenses are to be used.

The entire film has a musical feel towards it, which is highlighted by the presence of Rahman.

During exams, children often lose their ingenuity while learning under the pressure of performing better, and resort to rote memorisation. Horlicks recognised this gap and focussed on providing alternate learning techniques which could help in better memorisation for kids through music.

The Fearless Songs journey, which began in West Bengal in 2018, collaborated with singer Rupam Islam. In its maiden video, the brand and the musician demystified the intricate formulae of chemistry by associating them with our daily lives. With a good response to the first song, Horlicks introduced the campaign nationally, this year.

The selection of topics for the songs (chemical formulae and tenses) is backed by research, and these were shortlisted basis the Google search data for middle school children.

With Fearless Songs, Horlicks continues to advocate the confidence to tackle exams with better preparation. The idea stems from the fact that music plays a key role in unlocking learning and memorisation.

With music, even the most annoying topics can be transformed into enjoyable songs, possibly helping kids to be more attentive and concentrate better. Fearless Songs will help kids to shed exam jitters and greet each challenge with a fearless smile. The film has been created by FCB India.

Vikram Bahl, executive vice-president, marketing, GSK Consumer Healthcare India, said, “We at Horlicks understand the stress that students undergo during the exam season.”

“After laying the groundwork to tackle exams with confidence last year with the Be Fearless campaign, Horlicks endeavours to continue making learning more productive, this time using music,” he added.

“Hence, we collaborated with music maestro AR Rahman, who with his exceptional musical talent, helped us create a composition on tenses, one of the most-searched topics by kids at exam time,” Bahl said.

“He is the perfect fit for the campaign, considering his connect with the masses and with the brand in his growing up years,” he added.

“We want kids to face the exam season confidently, by promoting smarter and alternate learning methods, which we believe help in better understanding and retention of tough topics, and therefore, make kids more confident to tackle exams,” Bahl said.

Rahman, on his collaboration with Horlicks, said, “I believe it is important for me to connect to Gen Next ‘s cause and the brand, during a collaboration. Horlicks was a part of my childhood, like I grew up with music, and the brand resonates with me.”

“Music brings out the best in children, and with Fearless Songs, we intend to add a musical twist to learning and reduce the immense pressure kids face during the exam season, enabling the journey from fearful to fearless,” he added.

Swati Bhattacharya, chief creative officer, FCB, said, “January to March are exam pressure months all over India, that’s 90 days out of 365 gone out of a child’s life,”

“So, the brief we gave ourselves was how could we bring the childhood back? By using music as an unlock to help the child prepare for exams, we helped reduce fear and made preparation more enjoyable,” she added.

Bhattacharya said, “The fearless songs were written keeping the curriculum of children in mind, helping them not to memorise, but understand and retain them better.”
 
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