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Embracing the Digital Frontier: Horlicks Using 'mSamvaad' to Reach Out to a Media-Dark Rural Market

Embracing the Digital Frontier: Horlicks Using 'mSamvaad' to Reach Out to a Media-Dark Rural Market

In today’s rapidly evolving digital landscape, companies are constantly seeking innovative ways to adapt and connect with their target audience. Traditional media channels are no longer the sole player in the marketing game, as interactive media campaigns and digital marketing strategies take center stage. One such fascinating case study is the transformative journey of Horlicks, a renowned health drink brand renowned for its integrated marketing communication efforts. In this blog post, we will delve into how Horlicks leveraged digital marketing to bridge the gap and tap into the media-dark rural market.

Section 1: The Changing Landscape of Media

Traditional media channels, such as television, radio, and print, have long been the go-to platforms for companies to reach their consumers. However, with the advent of the internet and interactive media, the dynamics have shifted. Consumers are now more engaged with digital platforms, and companies must adapt to this changing landscape to stay relevant. Companies must create content tailored to digital platforms, such as videos, podcasts, and blog posts, to reach their target audience. They must also invest in digital marketing strategies, such as search engine optimization (SEO) and social media advertising, to maximize their reach. Finally, companies must measure the success of their campaigns to ensure they are effective.

Section 2: Understanding Rural Marketing Nuances

Rural markets present unique challenges and opportunities for marketers. These areas often lack access to traditional media channels, making it difficult for companies to penetrate these markets effectively. Recognizing this, Horlicks aimed to explore alternative ways to connect with the media-dark rural market and establish a strong presence. Horlicks developed innovative strategies to reach rural markets, such as using digital and social media channels, as well as targeting local influencers. They also used word-ofmouth marketing strategies to ensure their message was spread far and wide.

Section 3: Leveraging Digital Marketing for Rural Outreach

Horlicks devised an innovative digital marketing strategy called ‘mSamvaad,’ which became a gamechanger in reaching out to rural consumers. This voice-driven platform allowed users to access information about Horlicks, nutrition, and health tips through their mobile phones, without the need for internet connectivity. By leveraging mobile voice technology, Horlicks successfully engaged with the rural population, providing them with valuable content and establishing a sense of trust and credibility.

Section 4: Integrated Marketing Communication at its Best

Horlicks’ ‘mSamvaad’ campaign exemplifies the power of integrated marketing communication. By combining traditional media channels with digital marketing solutions, Horlicks created a seamless brand experience for both urban and rural consumers. The campaign not only increased brand visibility but also fostered a deeper connection with the target audience by addressing their specific needs and concerns. The campaign leveraged the power of storytelling through the power of digital media by creating engaging and interactive content such as videos, podcasts, and microsites. This allowed the brand to reach a wider audience, while also providing a more personal and interactive experience for the consumer. This further strengthened the bond between the brand and the customer, making Horlicks a trusted and preferred brand.


In conclusion, Horlicks’ embrace of digital marketing and their ‘mSamvaad’ campaign showcases the potential of innovative solutions in reaching out to media-dark rural markets. By adapting to the changing media landscape, understanding the nuances of rural marketing, and leveraging digital platforms, companies can successfully bridge the gap and establish a strong presence in untapped markets. The case of Horlicks serves as an inspiration for other brands to explore creative digital marketing strategies to connect with consumers, irrespective of their geographical location.  Also check out Zara’s Logo Redesign: A Bold Step into the Future?