Kolkata, September 29, 2025: WPP Media has conceptualized and led the launch of Horlicks Chhoto Byomkesh – a landmark branded content initiative that combines the cultural legacy of Bengal’s most loved detective with Horlicks’ brand ethos of curiosity and growth. Led by Team Fulcrum – WPP Media’s dedicated team for HUL, and executed in collaboration with Hoichoi, the show exemplifies how WPP Media creates culturally resonant content integrations by identifying the right associations for brands and bringing them alive through entertainment platforms.
This initiative reflects WPP Media’s unique strength: marrying data-led consumer insights with cultural relevance to create brand stories that feel authentic, contextual, and meaningful. Recognizing Byomkesh as a symbol of intelligence and problem-solving deeply rooted in Bengal’s collective memory, WPP Media reimagined his childhood to build an organic connection with Horlicks’ positioning. By transforming a cultural icon into a branded entertainment property, WPP Media demonstrates how modern AFPs can go beyond integrations to become full-fledged cultural moments.
The series, directed by the awarding winning director Kamaleswar Mukherjee and featuring Aarush Dey as young Byomkesh, captures the spirit of curiosity, mischief, and discovery. Acclaimed Bengali actress Priyanka Sarkar stuns as Sulochona, Byomkesh’s mother. Anchored around Durga Puja, it leverages a moment of cultural celebration to deliver impact at scale. Designed as a social-first, digitally amplified property, the show integrates Horlicks’ brand values with Hoichoi’s storytelling expertise, creating a seamless experience that resonates with families across Bengal.
Amin Lakhani, President – Client Solutions at WPP Media South Asia,
“We believe in creating innovative, culturally resonant solutions for our clients — and the Horlicks Chhoto Byomkesh campaign is a perfect example. Drawing on Bengal’s deep cultural connection with Byomkesh, we reimagined his childhood to align with Horlicks’ legacy of curiosity and growth. This first-of-its-kind AFP, developed with Hoichoi and launched around Durga Puja, showcases how Mindshare combines creativity, data, and cultural insight to deliver impactful brand stories.”
Rajneet Kohli, Executive Director, Foods, HUL,
“At Horlicks, we proudly partner with Byomkesh Bakshi to bring Horlicks Chhoto Byomkesh, the first portrayal of his childhood. This unique collaboration connects with families while inspiring kids’ curiosity and love for problem-solving. Byomkesh is a cultural icon in West Bengal, one of our key markets, and we celebrate that legacy through this engaging initiative. We believe kids grow by being kids—curious, playful, and a little mischievous—and Horlicks Chhoto Byomkesh beautifully embodies this spirit.”
Mr. Vishnu Mohta, the co – founder of Hoichoi added,
“Byomkesh has been a beloved character for Bengalis across all ages. We’re really excited to join hands with Horlicks to bring a fresh, reimagined version of this iconic detective to our audience.”
The series premiered on 24 September 2025 on Hoichoi, marking the beginning of an innovative content integration journey.
With this campaign, WPP Media once again reinforce their leadership in content-driven brand building, demonstrating how the right cultural insights, platforms, and storytelling can come together to deliver impact. Horlicks Chhoto Byomkesh is more than an AFP; it is a showcase of how brands can shape culture, inspire audiences, and build lasting consumer connections.
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