Just like we see today, even 100 years ago brands claimed their products prevented or cured the deadly influenza virus. There was a similar barrage of hygiene and immunity products that promised protection from the flu.

This is the second ad for the nourishing malt-based beverage since it was acquired by HUL from GSK in April 2020.

While some brands have added an ‘immunity booster’ layer to their existing communication, others have tweaked their products to fit the narrative.

Conceptualised by FCB India, the ad extols the essential nutrients in the malt-based powder.

A look at Active Horlicks - will it work?

Active Horlicks, a tailored product for adults, combats the biggest need among adults which is tiredness and provides fibre and energy nutrients.