Kolkata: WPP Media has launched Horlicks Chhoto Byomkesh, a landmark branded content initiative that reimagines Bengal’s most loved detective through the lens of curiosity and growth. Conceptualized by Team Fulcrum – WPP Media’s dedicated team for HUL – and executed in collaboration with Hoichoi, the series demonstrates how content-led integrations can blend brand storytelling with cultural icons to create meaningful consumer connections.
The campaign reflects WPP Media’s strength in marrying consumer insights with cultural relevance. By presenting Byomkesh’s childhood, the initiative builds an authentic link to Horlicks’ ethos of curiosity, discovery, and growth while transforming an enduring cultural figure into a branded entertainment property.
Directed by award-winning filmmaker Kamaleswar Mukherjee, the series stars Aarush Dey as young Byomkesh and Priyanka Sarkar as Sulochona, his mother. Set against the backdrop of Durga Puja, it celebrates mischief, intelligence, and cultural pride. Designed as a social-first, digitally amplified property, the project combines Horlicks’ brand values with Hoichoi’s storytelling to resonate with families across Bengal.
Amin Lakhani, President – Client Solutions at WPP Media South Asia, said, “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, added, “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.”
Vishnu Mohta, Co-founder of Hoichoi, said, “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.”
Premiered on September 24, 2025, on Hoichoi, Horlicks Chhoto Byomkesh is more than a content partnership—it is a cultural moment that underscores WPP Media’s leadership in content-driven brand building.
