Ra.One now with Horlicks to become 'Taller Stronger Sharper'

Marketing initiatives to drive engagement with kids at multiple touch points; co-branded TVC to promote the tie-up

BestMediaInfo Bureau | Delhi | October 14, 2011

Horlicks and Red Chillies have announced their association for the most awaited superhero film of the year RA.ONE, to be released this Diwali. The association is very apt given that the superhero G.ONE perfectly embodies the brand promise of a Taller, Stronger and Sharper generation.

The entire bouquet of marketing initiatives around this tie up will drive engagement with kids at multiple touch points. The entire tie up will be promoted through a co-branded on air commercial.

Watch the co-branded TVC here:

Speaking about the association, Puneet Das, General Manager, Marketing, GlaxoSmithKline Consumer Healthcare said, “Horlicks looks at bridging gaps in health and nutrition and with this promise, partners millions of mothers and children.  We are very excited to be associated with the film as the super hero of the film, G.ONE, embodies the brand benefit of Horlicks, i.e. Taller, Stronger and Sharper generation. This association will also help us engage with kids in a more exciting way by bringing alive the 'Taller, Stronger, Sharper' benefit through G.ONE. We are confident that the film will be a great success and wish the entire cast and crew the best.”

Shah Rukh Khan, actor and the film's producer (Red Chillies Entertainment) said, “RA.ONE'S association with Horlicks is rather a natural alliance. G.ONE- the superhero  has it all that  fits the personality of the brand which stands for all round development, that makes Taller, Stronger, Sharper kids. I am glad that the largest health food drink of India, Horlicks, and the biggest superhero film of Bollywood have come together to spread this excitement to millions of consumers.”

To mark this special association, Horlicks for the first time has come up with a Special Edition RA.ONE pack.

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