GSK Mobile Sakhi – Market Mother's Horlicks to Pregnant Women

Key Results


1.5 lacs

missed calls


direct responses


callers listened to >80% of brand content



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  • Reaching out to the target audience – pregnant women in media-dark locations (rural parts of India)
  • Creating continuous customer engagement

Smartech’s Strategy

  • To facilitate an economical reach in the media-dark locations, we came up with an effective and actionable idea of using “voice” as the medium.
  • A robust marketing and engagement program was executed to reach the rural mothers-to-be, and to cultivate the idea of consuming Mother’s Horlicks, by building confidence and educating the women about their and their baby’s health.