‘Fearless Songs’ for students

Sakal Times
Sunday, 3 March 2019

With the exam season looming, Horlicks aims at making learning productive and fun for students with their new campaign ‘Fearless Songs’.

With the exam season looming, Horlicks aims at making learning productive and fun for students with their new campaign ‘Fearless Songs’. Introducing a refreshing take on learning, the brand collaborated with music maestro A R Rahman to produce an interactive music video for kids. During exams, kids often lose their ingenuity while learning under the pressure, of performing better. Horlicks recognised this gap and focussed on providing alternative learning techniques which could help in better memorisation for kids through music.

The ‘Fearless Songs’ journey, which began in 2018 in West Bengal, collaborated with famous singer Rupam Islam, to make learning easier for students. In an interactive video, Horlicks and Rupam Islam demystified the intricate formulas of Chemistry by associating them with our daily lives. 

With a remarkable success and response for the first song, Horlicks introduced the campaign nationally, this year. A nationwide rollout by tying up with possibly the biggest music maestro in India — A R Rahman, who makes a similar attempt with Tenses this time. The maestro explains the Present Perfect tense through his composition with a HPP hack.  The selection of topics for the songs (Chemistry formulae and Tenses) is backed by research and these were shortlisted on basis of the Google search data for middle school children.

With ‘Fearless Songs’, Horlicks continues to advocate the confidence to tackle exams with better preparation. The idea stems from the fact that music plays a key role in unlocking learning and memorisation. With music, even the most annoying topics can be transformed into enjoyable songs, possibly helping kids to be more attentive and concentrate better. ‘Fearless Songs’ will help kids to shed exam jitters and greet each challenge with a fearless smile. The film has been created by FCB India.

The film starts with a kid sitting in a bus dazed and confused while trying to understand tenses from his course book. It then cuts to a classroom where A R Rahman appears as an English teacher and tutors the child on a simple hack to remember the topic using music. The film transitions through the school with the kid becoming more and more confident as the whole class chimes in to help the protagonist learn. Finally, through a grand finale, the kid understands how tenses are to be used.

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