Engaging with customers on occasions that matter
Celebrating art and life on festivals
GlaxoSmithKline’s health drink for children, Horlicks, is a popular brand in east India with a large market. To engage more effectively and proactively with this market, we came up with the concept of introducing special packs on festivals that are celebrated with great enthusiasm in the region, for instance, Chhath Puja in Bihar.
Using the key idea from the festival such as sun worship in Chhath Puja, we created illustrations in the folk art style of the region – Mithila or Madhubani painting. The result was a powerful design with a strong, popular appeal to the region. Horlicks now plans to be an integral part of festival celebrations across India.