GSK accounts moves out of JWT; heads to FCB Ulka

It's official: healthcare company GlaxoSmithKline (GSK) has moved its creative business out of J. Walter Thompson, after conducting a thorough review process that saw the participation of many large and mid-sized agencies.

One of GSK's most popular and most advertised brands is Horlicks. The pitch came in the wake of GSK's interest in giving its flagship brand Horlicks a push in the market.

As FMCG products across the board are positioning themselves as more 'fortified' than ever before, brand managers of health drinks like Horlicks are feeling the need to reiterate the health benefits of their products. A large part of doing so is through the right marketing and advertising messages.

Jayant Singh

Rohit OhriJayant Singh, Global Lead, Nutrition and Digestive Health Category, GSK Consumer Healthcare, says, "... 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...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..."

Singh adds, "...We look forward to taking Horlicks to its next stage of growth in the coming months. JWT (was) the incumbent agency for Horlicks and (has) worked on the brand for many years in India. We are extremely grateful to the JWT team that worked on Horlicks..."

Rohit Ohri, Group Chairman and CEO, FCB India, says, "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...."

Other brands from the GSK stable include Boost, Eno, Crocin, Iodex, Sensodyne and Otrivin among several others.

Horlicks belongs to the malt-based hot drinks segment. Variants include Mother's Horlicks, Junior Horlicks, Horlicks for Kids, Women's Horlicks and Lite Horlicks. In India, Horlicks competes with brands like Mondelez's Bournvita, Nestle's Milo, Heinz's Complan and Danone's Protinex, among several others. GSK also markets Boost, a malt-based drink that is most readily associated with the catch-phrase (in Sachin Tendulkar's voice, of course) 'Boost is the secret of my energy...'

As per a report titled 'India Malted Health Drink Overview' (by Research and Markets, May 2016), India's malted drinks market is expected to grow at a CAGR of 17.4 per cent over the next six years.