FCB India bags creative mandate for Horlicks

GSK Consumer Healthcare, today announced the appointment of FCB India as the new creative agency for megabrand Horlicks. The win comes on the back of a multi-agency creative communications pitch that was held in June this year. FCB India will now lead creative communications and IAT (integrated agency team) process for the iconic brand.

The mandate was earlier with JWT India.

Commenting on the development, Jayant Singh, Global Lead, Nutrition & Digestive Health Category, GSK Consumer Healthcare, said, “As leaders in nutrition, we are continually looking to innovate, delivering the best products based on science and the needs of the consumer. In keeping with the constantly evolving market conditions there is a need to adapt to connect with the new age consumer. We decided to reset our communication to best support Horlicks, challenging ourselves to ensure that we have the best insights, creativity and talent in line with our brand strategy as we embark on a new phase with the Horlicks brand.”

He added, “FCB India has demonstrated a sound understanding of the category and brand, sharing compelling insights and creative ideas that addressed both emotional and functional balance.  We are all very excited and look forward to taking Horlicks to its next stage of growth in the coming months. JWT were the incumbent agency for Horlicks and have worked on the brand for many years in India. We are extremely grateful to the JWT team that worked on Horlicks for their dedication and partnership throughout the years and specially for their professionalism during this process”

On winning the business, Rohit Ohri, Group Chairman and CEO, FCB India, said, “This opportunity to partner GSK on brand Horlicks is a dream come true for us at FCB. Very rarely do agencies get to work on a heritage brand which after more than seven decades of existence, still defines its category. We are truly excited by the possibilities of brand Horlicks and look forward to working with the marketing team to write a whole new defining chapter in its history in India.”


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