Gamifying Nutrition: How Horlicks Engaged Young Mothers with an AR game

Capturing Attention in a Content-Heavy World

Young mothers scrolling through Instagram are inundated with content every day. To stand out, Horlicks partnered with AliveNow to craft an Instagram AR filter game that was both fun and educational. The campaign provided an interactive way to learn about the health and nutritional benefits of Horlicks while engaging users in a memorable brand experience.

Watch the Campaign in Action

Gamification Meets Nutrition Education

The essence of the campaign was to inform mothers about the essential nutrients in Horlicks through gameplay:

Character selection: Users chose their avatar to personalize the experience.
Blink gesture control: The AR filter detected user blinks to make the character jump and collect nutritional ingredients within the game.
This natural, intuitive interaction conveyed the message that Horlicks supports a child’s growth and development—embedding key brand benefits subtly in gameplay.

Through gamification, Horlicks transformed nutrition information into an engaging experience that resonated deeply with its target audience.

Multi-Platform Accessibility Beyond Instagram

With Instagram AR filters discontinued, brands can continue to leverage experiential engagement via:

Snapchat and TikTok AR: Excellent platforms for similar interactive filters and games with high user engagement.
WebAR: Browser-accessible AR can deliver experiences on Instagram, Facebook, and across devices, increasing reach and lowering barriers to entry for users.

This flexibility empowers marketing teams to deploy interactive AR campaigns on platforms where their audience spends the most time.

Amplifying Organic Reach with Social Sharing

Users were encouraged to share their gameplay experiences on social media using branded hashtags, sparking genuine conversations and expanding Horlicks’ presence organically. Such user-generated content boosts trust and authenticity, key factors when connecting with parenting audiences.

Why Gamified AR Works for Brands Like Horlicks

This campaign illustrates how:

Gamification makes education engaging and impactful rather than passive.
Subtle embedding of product benefits into gameplay enhances brand recall.
Interactive AR creates shareable moments that amplify social media buzz.

Brands looking to modernize marketing for health-conscious audiences should consider creative tech solutions that blend fun and facts seamlessly.

Discover More Interactive Campaigns

Interested in elevating your brand’s consumer engagement through gamified AR or other creative tech? Visit www.alivenow.in to explore our client success stories and services.

Important Disclaimer – While 3rd party branded AR filter are depreciated on Facebook and Instagram – a similar experience/game can be built or re-created for brands on Snapchat, TikTok or Web based AR