Horlicks’ usual strategy is to provide mothers with information and encouragement on how the brand helps them make their children taller, sharper, stronger. For this campaign, we decided to flip things around, and engage directly with children—of all ages. For a generation that isn’t shy about expressing itself, we realized they were surprisingly reticent in finding the words to acknowledge and thank their mothers for all the ways in which they shaped them. As a brand that plays a key role in helping mothers shape their children, Horlicks could credibly and distinctively become the voice and the vocabulary for children to thank their mothers in turn. Since a 30-second TV ad could, at best, be a message about the brand to mothers, we decided that digital—YouTube, Twitter and social publishing sites—would be the more appropriate medium to engage with these digital natives and immigrants.