Objective:

Establish Horlicks Women’s Plus as a trusted daily nutritional supplement for women, specifically highlighting calcium intake and strong bone health, with a targeted approach focused on South India.

Approach:

Greenroom developed a regional influencer marketing strategy over the last 1.5-2 years, leveraging local credibility, authenticity, and influential voices—including TV personalities and culinary influencers—to educate and engage audiences in South India.

Campaign Breakdown & Results:

1. Calcium Awareness Campaign

• Creators: 26 region-specific influencers

• Key Message: Highlighting the importance of calcium intake for women’s bone density

• Results: 2.5 million views, 85K likes, and 2K comments

2. Celebrity Collaboration (TV Actresses)

• Creators: 5 popular South Indian TV actresses

• Key Message: Essential nutrition for active lifestyles and stronger bones

• Results: 844K+ views, 35K+ likes, 185 comments

3. MasterChef Breakfast Campaign

• Creator: 1 influential MasterChef personality

• Key Message: A nutritious start to the day, showcasing the product in everyday life

• Results: 429K+ views, 179K+ likes, 987 comments

Overall Impact:

• Total Engagement: 299K+ likes, 3.1K+ comments

• Total Views: Approximately 3.7 million

• Strengthened regional credibility, establishing Horlicks Women’s Plus as a relatable and trusted brand among South Indian women.