MUMBAI: Detective stories just got a Horlicks twist. WPP Media has teamed up with Horlicks and Hoichoi to launch ‘Horlicks Chhoto Byomkesh,’ a branded content initiative that reimagines Bengal’s beloved detective in his childhood. The campaign marries the legacy of Bakshi with Horlicks’ brand values of curiosity and growth.
Led by team Fulcrum, WPP Media’s dedicated HUL team, the series demonstrates how culturally resonant content can turn a brand association into a meaningful entertainment property. By spotlighting Bakshi’s early years, the initiative builds an organic connection with Horlicks’ ethos while celebrating Bengal’s collective memory of the detective.
Directed by award-winning Kamaleswar Mukherjee, the series stars Aarush Dey as young Byomkesh and Priyanka Sarkar as his mother, Sulochona. Anchored around Durga Puja, it leverages the cultural festival to amplify impact while creating a social-first, digitally amplified experience that resonates with families across Bengal.
WPP Media South Asia, president – client solutions, Amin Lakhani, said, “This first-of-its-kind AFP showcases how creativity, data and cultural insight can deliver impactful brand stories.” HUL, executive director, foods, Rajneet Kohli added, “Byomkesh Chhoto Byomkesh inspires kids’ curiosity and love for problem-solving while connecting with families in a unique way.”
Hoichoi, co-founder, Vishnu Mohta said, “Byomkesh is a beloved character for all ages. We’re thrilled to bring a fresh, reimagined version of this iconic detective to our audience.”
Premiered on 24 September 2025, Horlicks Chhoto Byomkesh is more than a branded content initiative, it’s a cultural moment, showing how insights, storytelling, and platforms can come together to create lasting consumer connections.
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