Horlicks’ Campaigns 

One of the most sensational yet controversial campaigns led by Horlicks was that of “Taller,
Stronger, Sharper” in which it was shown that among two groups of children, one was given
Horlicks drinks and the other was given conventional milk-based drinks and after a month a test
was conducted where it was shown that kids drinking Horlicks were found to be taller, stronger
and sharper than the other group.

Under GlaxoSmithKline, another campaign with the same message was conducted where the kid
superstar Darsheel Safary was seen along with a few kids drinking Horlicks and spreading the
idea of “Badlo Apne Bachpan Ka Size” while rushing through classrooms, rooftops, staffrooms
and playgrounds.

To promote the launch of the new Kesar-Badaam flavor, Horlicks created the advertisement
where a young prince is seen defeating an older soldier but keeps on running away from glass of
milk. As the Queen mother becomes worried, two people arrive with kesar or saffron and nut or
badaam respectively which are crushed and blended to the milk to enhance the taste and the
prince finishes off the milk heartily.

This advertisement was continued for the Chocolate flavour launching with the tagline “Doodh
ka glass khallas”. 

In order to engage the school-goers of urban areas, the advertisement of inventor in children was
launched where a mother finds the egg case in the fridge almost empty and as she checks her
son, he is found to be experimenting with eggs to generate electricity. This campaign was
extended to activating exercises for kids and mothers. 

By referring to “Food Science” and mentioning how useful it is to consume two glasses of
Horlicks everyday, an advertisement was done where a tuition-going student is given cookies
and fruits at first by his mother and then the scene changes into the boy drinking a mug of
Horlicks. 

According to Walter Thompson’s concept, GSK had an ad campaign where the idea was to fuel
aspiring students and it featured a boy tirelessly building human anatomical organisms from
everyday objects. As the mother is seen asking him whether he wishes to become doctor, he
replies that he also wishes to create medicines which will reduce patients’ visits to doctors. The
tagline “Dudh mein Horlicks Milao, dudh ki shakti badhao” was introduced in this campaign. 

The campaign of “Badhne ki bhookh rag rag mein” was an inspiring advertisement where kids
were seen excelling in different fields from academic to dancing, tennis to football and the
mother was seen bringing the kids mugs of Horlicks saying that the carving for doing something
comes from Horlicks. 
By addressing the malnutrition and under-growth of kids between 3 to 9 years of age, the
Growth+ campaign was started where it was shown how a nutrition-rich clinically-proven
Horlicks can alleviate growth-related issues. With the same emphasis, the “Mission Poshan”
campaign was started where legendary actor Amitabh Bachchan was the ambassador. Focusing
first thousand days of child and addressing any stunting or malnutrition issues, there were
numerous activities like live 12-hour telethon and camping.