29 states make-up the largest democracy in the world – India. Each state is completely different culturally from even its immediate neighbour. Which meant a reservoir of art forms to explore.

Seeking to target the eastern India market, we decided to go with the Maithilli School of Art, a form also known as Madhubani. It is characterised by a ‘folksy’ style with vivid and natural colours.

The strength of the creative idea lay in creating situations that could best represent the Horlicks’ promise of taller, stronger and sharper and also, most importantly, bring forth a sense of celebration of culture.

Design elements and their integration

Inspired by Madhubani art, we depicted children playing games such as Football, Cricket, Basketball, while retaining Horlicks’ promise of taller, stronger and sharper children.

Design touch points

The Madhubani style is characterised by eye-catching patterns, natural dyes and pigments, which make up its vivid colours.

Materials, style elements, design choices

PET jar (PVC sleeve) with an outer carton (recycle board), featuring a folk art form, depicting the growth & nutrition story, as an evocative design that is engaging, refreshing and regionally relevant.

Design development and process

We adapted this traditional art form in a modern way. It was created using similar dyes & paints on pulp paper and then digitally enhanced for a 6 colour Roto-Gravure printing process.

Scale

Packs numbering 100,000 for the state of Bihar were commissioned.

Value added to the brand

The nutrition & science of Horlicks is elevated to a fine art. A Madhubani painting no less. While retaining the promise of taller, stronger, sharper children.

Value for the consumer

Regional flavour helped build stronger equity with consumers and reinforce that Horlicks was and always will be a part of their cultural heritage.

Reach/Cultural impact

It’s a tough task for a 100 years old brand to maintain excitement & consumer loyalty. Horlicks, the category leader managed higher penetration, whilst standing apart on shelves with culturally relevant packs.

Sales

Having delivered on strengthening brand loyalty, going forward, GSK is desirous of more art forms finding space on Horlicks packs.

Achievement against brief

Disruptive in look with refreshing thought of design, the packs impart maximum shelf throw while retaining the brand’s ethos.

Other KPIs-- key points of interest

Over 200,000 packs were eventually printed and sold-out.