The idea is to make the Horlicks packs look culturally more relevant and connect with consumers with a local or regional flavour
BestMediaInfo Bureau | Mumbai | September 16, 2016
GSK Consumer Healthcare’s Horlicks has announced the launch of its first-ever special edition packs. The new range is inspired by traditional art forms that have been part of the multi-faceted and diverse Indian culture. With the intricacy and beauty of Madhubani and Jamini art forms, this step by Horlicks is in the direction of spreading the message of nutrition with creativity and imagination. The Horlicks bottles are collectibles and are available on BigBasket.com and will soon be available on Amazon.in as well.
For centuries, Indian art forms have been used to narrate tales; tell ideas visually and not just in words. Horlicks decided to adapt its graphics as regional art forms and in the art styles of famous painters in a modern way. This makes the Horlicks packs look culturally more relevant, while still remaining truly Horlicks. The initiative makes Horlicks nutrition become more intuitive and at the same time takes an innovative form to connect with consumers in a local or regional flavour.
Prashant Pandey, EVP Marketing, Nutrition and Digestive Health, GSK Consumer Healthcare India, said, “Horlicks has always used innovative ideas to promote the one-point agenda of nutrition. The new, special edition packs of Horlicks help build a strong connect with consumers and also reinforce the fact that Horlicks was and will always be part of the strong Indian cultural heritage. The illustrations depict children participating in outdoor sports and games, while emphasising the importance of nature.”
Madhubani and Jamini are some of the oldest art forms originating from villages and tribal areas of the country depicting the thoughts, hopes and dreams of the artist. Madhubani, or Mithila, painting is a folk painting of northern India. It is mostly practised by women in the villages who have passed this art to their daughters through multiple generations. The Jamini art form on the other hand are the paintings by Jamini Roy, who wanted to convey the simplicity embodied in the life of the folk people; to make art accessible to a wider section of people; and to give Indian art its own identity.