Horlicks urges kids to change "Bachpan ka size"

Glaxo SmithKline has rolled out an integrated marketing campaign for Horlicks to promote the brand proposition that Horlicks is an enabler of change for a better childhood.

Since 2005, Horlicks has focused on engaging kids, to establish itself as the "only proven health food drink that makes kids taller, stronger and sharper". The current campaign, Badlo Apne Bachpan Ka Size, takes the thought to the next level by communicating how Horlicks enables kids to have a bigger, better, childhood while growing Taller, Stronger, Sharper. 

Kids of today are active decision makers. They want to influence the way they go about their life at home, school and with friends. By making Horlicks an ally in this endeavour, we expect the brand to strongly connect with them. This is the essence of the new campaign Badlo Apne Bachpan Ka Size, said Mr. Shubhajit Sen, Executive Vice President, Marketing, GlaxoSmithKline Consumer Health Care.

Directed by Shivendra Singh, the JWT-developed campaign features the brand ambassador, Darsheel Safary who along with his cool gang take the rush of new thought everywhere…from rooftops to classrooms, to playgrounds to staffrooms. They are willing to get into the thick of things and take things in their own little hands to get what interest them, eradicate what bugs them and discover what intrigues them, infecting everyone with the winds of change. Horlicks, as the fifth member of the gang is no longer an onlooker or nutrition inspector of childhood but a seriously close playmate that completely believes in their philosophy, and stands as an accomplice to their intention. 

The TVC will be supported by on radio, on ground activation, trade visibility and online activation.