Press Release

Horlicks and Ra.One announces a 'Taller Stronger Sharper' tie-up

Section :Other Briefs, Category : Marketing

Company Brief
Gurgaon, October 13, 2011

Horlicks and Red Chillies announce their association for the most awaited superhero film of the year RA.ONE, to be released this Diwali. The association is very apt given that the superhero G.ONE perfectly embodies the brand promise of a Taller, Stronger and Sharper generation. To mark this special association, Horlicks for the first time has come up with a Special Edition RA.ONE pack.

The entire bouquet of marketing initiatives around this tie up will drive engagement with kids at multiple touch points. The collector's pack is available, in Chocolate flavor in 500gms and 1kg. The packs have a special gift for all the RA.ONE fans. On pouring hot Horlicks in the mug, they will see G.ONE come alive on a free Magic mug with the 500g special edition pack, and a Ra. One branded thermo jar with the 1 kg pack. The entire tie up will be promoted through a co branded on air commercial.

Speaking about the association, Puneet Das, General Manager, Marketing, GlaxoSmithKline Consumer Healthcare said, "Horlicks looks at bridging gaps in health and nutrition and with this promise, partners millions of mothers and children. We are very excited to be associated with the film as the super hero of the film, G.ONE, embodies the brand benefit of Horlicks, i.e. Taller, Stronger and Sharper generation. This association will also help us engage with kids in a more exciting way by bringing alive the 'Taller, Stronger, Sharper' benefit through G.ONE. We are confident that the film will be a great success and wish the entire cast and crew the best."

Shah Rukh Khan, actor and the film's producer (Red Chillies Entertainment) said, "RA.ONE'S association with Horlicks is rather a natural alliance. G.ONE- the superhero has it all that fits the personality of the brand which stands for all round development, that makes Taller, Stronger, Sharper kids. I am glad that the largest health food drink of India, Horlicks, and the biggest superhero film of Bollywood have come together to spread this excitement to millions of consumers"

The big surprise is an exciting contest for consumers for a chance to meet the cast of the film. With every Horlicks Ra.One 500g special edition pack each consumer gets a scratch card free. The scratch cards will be used for a lucky draw where 5 winners will be selected to meet the crew of the film.

For further information, please contact:

Genesis Burson-Marsteller
Sakshi Mathur
Mobile: +919999007585