Horlicks encourages families to provide their kids with emotional nutrition

Malted drink brand Horlicks highlights the stress students in Kota (a hub for coaching centers for entrance examinations to various colleges) have to go through and encourages their families to be more supportive. 

The spot is titled 'Fearless Kota' and has been created by FCB Ulka. It features students talking about the fear and the phobia they face before examinations. The spot hopes to enlighten its audience about how, because of exam stress, 88 students have committed suicide in the past four years. 

Therefore, to combat the stress, the brand recommends families to visit the kids and provide them with emotional support. The spot also surprises few students by arranging for their parents to come over to see them and let them know that even if they don't make it, its alright.

Swati Bhattacharya, chief creative officer, FCB Ulka, said: “It’s like Mother Teresa said – “The hunger for love is much more difficult to remove than the hunger for bread.” Students in Kota have access to the best faculty and world class facilities, but they’re missing a fundamental need that is as biological as the need for vitamins. We’ve termed this “emotional nutrition”, and Fearless Kota is our way of showing its power."