For two decades, India's biggest health drink brands built entire ad campaigns around a parent's fear that their child wasn't growing fast enough. The science was a footnote. The anxiety was the strategy.
Vicco Turmeric Skin Cream built decades of market share on an ayurvedic promise and a jingle that has barely changed since 1979, without ever putting a Bollywood face on the brand.
Hindustan Unilever's merger with GSK Consumer Healthcare made it the owner of Horlicks. The real asset wasn't the formula, it was a bedtime ritual already running in millions of Indian homes.
·Editor's Desk
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