Horlicks Kesar Badam launches an interactive game

GlaxoSmithKline Consumer Healthcare brings alive the experience of the ‘Chote Sultan’ from its TVC

Launches an interactive game for kids -‘Chote Sultan Hunt’

Error loading Partial View script (file: ~/Views/MacroPartials/InlineImage.cshtml)

Ahmedabad, April 14, 2014: Following the successful launch of the new flavour of Kesar Badam, the megabrand Horlicks, from the house of GlaxoSmithKline Consumer Healthcare, launches an interaction game for kids titled ‘Chote Sultan Hunt’. Building on the popular character of ‘Chote Sultan’ from the TVC, Horlicks Kesar Badam is extending the experience for kids with an interactive game based on the concept of the TVC. Conceptualized and designed by GroupM, the experience of the game was also taken on-ground through an activation in The New Tulip International School, Vidhya Sarita School, Sheetal Saurabh School and Surya City in Ahmedabad, on 15, 16 and 17th April 2014. The experience zone witnessed quite a buzz as kids and adults alike attempted playing ‘chote sultan’.

Error loading Partial View script (file: ~/Views/MacroPartials/InlineImage.cshtml)

‘Chote Sultan Hunt’ is a motion sensing based game that allows users to overcome hurdles and challenges to progress from one level to another. Interesting levels as: Castle rooftop, Inside Castle, Castle Courtyard and Dungeon are available. Highlighting the benefits of milk in a fun yet interesting manner, the game requires users to maximize their score by collecting Kesar and Badam to fill a glass of milk. Once the glass is full, the level ends with the ‘Chote Sultan’ drinking the delicious glass of Horlicks Kesar Badam flavoured milk. To maximize scores, users are required to collect as many ‘kesar’ & ‘badam’ bits as possible.
The recently launched Kesar Badam flavour from Horlicks has real Kesar and Badam in it and adds to the power of milk. It contains micronutrients that are clinically proven to increase 5 signs of growth for kids. The launch of the flavour was supported by a TVC in which the protagonist Chote Sultan, a brave heart who stands his ground with the toughest warriors, faces a challenge finishing his glass of milk. However, he happily finishes it when his mother makes the milk yummier by adding Horlicks Kesar Badam to it.

To take forward the buzz with the on-ground activation, a canter will be taken across regions through cities like Faridabad, Gurgaon, Ghaziabad, Meerut, Lucknow, Ahmedabad, Surat, Pune, etc. engaging with kids at schools, RWAs and at high footfall areas from April to June. Horlicks is also taking this game online wherein users can play this game and stand a chance to win great prizes like Xbox360, I Pads, etc. at www.horlicks.in.

About GlaxoSmithKline Consumer Healthcare Ltd

GlaxoSmithKline Consumer Healthcare is a subsidiary of GlaxoSmithKline plc. of U.K, a global science based healthcare company. GlaxoSmkithKline Consumer Healthcare has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GlaxoSmkithKline Consumer Healthcare is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha, Rajahmundry and Sonepat has a total workforce of about 3475 people.

GlaxoSmkithKline Consumer Healthcare has a strong marketing and distribution network in India comprising over 700 distributors and a direct coverage of over 8 lakh retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected brand for 150 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories, which include prominent names such as Eno, Crocin and Iodex as well as products from the global portfolio like and Sensodyne.

Media Contacts ______________________________________________________

GlaxoSmithKline Consumer Healthcare

Deepa Dey deepa.d.dey@gsk.com

Genesis Burson Marsteller

Prajakta Bhosale prajakta.bhosale@bm.com/ +91 9899043917

Kuheli Ray kuheli.ray@bm.com/ +91 9999783541