GlaxoSmithKline has rolled out an ad film for Horlicks conceptualised by J. Walter Thompson.
A young boy withdraws a book titled ‘Human Anatomy and Physiology’ from a bookshelf. He settles at the foot of the bookshelf and begins reading. He then tries to fashion a model of a heart from everyday objects. More sequences of the young boy reading books of medicine follow as he progresses making models of internal organs. His mother, all through, has a keen eye on the boy’s activities. She finds a diagram of the human anatomy, neatly labeled, under the boy’s pillow. The next day, as she is bringing him a glass of milk, she sees him toiling away building an anatomical model and asks him if he wishes to become a doctor. The boy replies that he not only wants to become a doctor, but wishes to make medicines which will help patients reduce the number of trips to the doctor. The brand makes the point that to support ambitions like the boy’s, nourishment from milk has to match the nutritional value needed by children. The solution being consuming Horlicks. The film ends with a voice over saying, ‘Dudh mein Horlicks milao, dudh ki shakti badhao’ (Mix Horlicks in milk, increase its power) followed by scenes of the young boy demonstrating the model he has built to friends.
Client: GlaxoSmithKline (Horlicks)
Creative agency: J. Walter Thompson