Horlicks to promote nutrition through traditional art forms

The new range is inspired by traditional art forms which have been a 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.

Commenting on the same, 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 a 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 one 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 practiced by women in the villages who have passed this art to their daughters through multiple generations.

Jamini art form on the other hand are the paintings by Jamini Roy, who through this 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.