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Our Bureau

Chennai , June 15

CHILDREN who drink Horlicks are taller, stronger and sharper than others, claims GlaxoSmithKline.

Addressing a press conference on Wednesday, Mr Subhajit Sen, General Manager, Marketing (Nutritionals), said that the company's claim was based upon the findings of a study conducted by the Hyderabad-based National Institute of Nutrition.

"The researchers identified a boarding school where 869 kids were divided into two groups and were served the same food, were taught by the same teachers and were asked to do the same kind of physical activities. The only difference was that half of them were served Horlicks and the rest were served a normal health food drink, which Mr Sen refused to identify.

These children were served Horlicks for a period of 14 months and results from the study have established that the group which drank Horlicks were significantly taller, stronger and sharper than those in the other group," said Mr Sen.

The product would now carry a new logo on the pack stating — `Now Proven - Taller, Stronger, Sharper'. Also on air would be a new TV campaign talking about the same claim. The new TV commercial would be in response to the existing teaser campaign (The Great Horlicks Challenge), which talks about proving how kids who drink Horlicks would be stronger, taller and sharper.

Mr Sen said that the company is spending around 7-8 per cent of its sales on advertising and marketing. Apart from the TV campaign, the company is also looking at a number of surround activities to promote its new positioning. "We are planning to approach the medical fraternity with the report, as well as promote our school contact programme which was a great success last year."

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