Our creative idea stemmed from the belief that emotional nutrition is the best way to help a child overcome stress and face exams fearlessly. To prove its power, we went to Kota – a small town in Rajasthan, India, where every year over 150,000 students arrive to prepare for prestigious institutes like IIT. But only about 3% of these students make it to the top, making Kota a place that breeds fear. A fear so great that student burnout is all too common.

In such an environment, we decided to provide these young students with the purest, strongest form of emotional nutrition possible- their own mothers. With Horlicks providing functional nutrition and their own mothers providing emotional nutrition, we helped alleviate stress and gave them the physical & emotional strength to power through their exams.

On the 10th of January, 2017 we arranged for 2 busloads of mothers to pay a surprise visit to their children in Kota creating a ripple of love, never seen before in the coaching town. This surprise dose of “Emotional Nutrition” and the effect it had on the stressed out kids, was filmed as it happened and uploaded on Facebook & YouTube.

Social media channels were flooded with debates & comments from opinion leaders, influencers, (social figures) and celebrities. This in turn led to a national debate & the topic was taken from the digital ecosystem to the television & covered by various channels and talk shows.

In just four weeks, the film became viral overnight with 27 million+ views and 40K+ shares across social media. Popular internet media like Business Standard- Strategist, Online, CNBC Storyboard, ET Brand Equity, Live Mint, Business Standard- Smart Investor, Afaqs, Ad Age India, Ad Gully, Exchange For Media, Campaigns of the World, MXM India, Best Media Info, The Drum picked up the story and helped reach 80Mn+ people. It became a landmark moment when the Prime Minister of India, Mr. Narendra Modi, the biggest influencer of the country, himself decided to address exam stress in his speech & reinforce the need for “Emotional Nutrition”.