Horlicks Pongal activation in Madurai
17 January 2018
This Pongal, Horlicks brings Tamil Nadu a #JarFullOfDifference
Horlicks celebrates the spirit of Pongal by spreading abundance in Tamil Nadu
Chennai, 17 January 2018: Horlicks, one of GSK Consumer Healthcare’s leading brands in the Health Food Drinks category, exhibited its commitment to inclusive growth, wellness and nutrition by celebrating Pongal differently. A harvest festival, it is an immense state-wide celebration of abundance and keeping this theme in consideration, this year Horlicks facilitated the spreading of abundance.
The activity started with a Facebook post where they invited people to 'Like' to make a Jar Full Of Difference. These 'Likes' then transformed into real Horlicks Jars that were placed to create a larger-than-life installation of the ‘Pongal Paanai’ in Madurai. The Paanai was installed at the Gandhi Museum Grounds in Madurai and the Horlicks jars from the installation were later distributed to children who need it the most. The activation was followed by a heartful serving of Pongal to all those present at the venue.
Commenting on the initiative, Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India, said, “Pongal stands for prosperity and abundance and with this initiative, we seek to make a #JarFullOfDifferenceto the people of Tamil Nadu by spreading abundance and not just celebrating it. Growth and nutrition have been synonymous with Horlicks and that’s how we have been successfully striking the chord with kids for over 40 years now. While our products have been trusted to promote external and physical growth, a jar of Horlicks also represents inclusive growth – a leadership stance that we strongly advocate.”
Horlicks has always been a brand which has engaged with kids directly and assured them with the promise of growth, wellness and nutrition. The brand’s celebration of Pongal is a perfect example of bringing alive this promise.
About GlaxoSmithKline Consumer Healthcare Ltd
GSK Consumer Healthcare Ltd is the category leader in Indian health food drinks industry. Our flagship product Horlicks leads the market, while Boost is among the top three health food drink brands that India prefers. Our manufacturing plants are in Nabha, Rajahmundry and Sonepat. In India, we have an engaged workforce of over 4700 employees. GSK also markets and distributes a range of everyday health products such as Eno, Crocin, Iodex and Sensodyne. Our marketing and distribution network comprises over 700 distributors and a direct coverage of over 8 lakh retail outlets.
GSK Consumer Healthcare Ltd is an associate of GlaxoSmithKline plc. of U.K, one of world’s largest consumer healthcare companies. We have a heritage that goes back over 160 years. Our purpose is to help more people around the world to do /more, feel better and live longer with everyday healthcare products. Our goal is to build a global, growing business - we call a Fast-Moving Consumer Healthcare (FMCH) company - dedicated to everyday healthcare with all the scientific expertise and quality guarantees that demands, working at the speed and with the genuine consumer understanding the modern world expects.
GSK Consumer Healthcare globally owns some of the world’s best loved healthcare brands, successful in over 100 countries. These include Sensodyne, Voltaren, Theraflu, Parodontax, Panadol, Polident, Otrivin, Horlicks and Physiogel.
Genesis Burson-Marsteller GSK Consumer Healthcare
Harleen Kaur Kinshuk Gupta