Brands
WPP Media blends mischief and curiosity with ‘Horlicks Chhoto Byomkesh’
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.
Brands
Perfetti Van Melle names BWO as Chupa Chups licensing partner in India
Partnership expands iconic confectionery brand into lifestyle categories
MUMBAI: Perfetti Van Melle has appointed Black White Orange Brands Pvt. Ltd. as the official licensing agent for its iconic Chupa Chups in India, marking a push to extend the brand beyond sweets into lifestyle categories.
Under the agreement, Black White Orange will develop and manage the licensing programme across segments such as apparel, accessories, home goods, personal care and back-to-school products. The move signals a broader strategy to tap into India’s growing appetite for brand-led consumer products.
Known for its colourful identity and instantly recognisable logo created by Salvador Dalí, Chupa Chups has evolved into a global pop-culture icon. The India licensing programme aims to translate that playful appeal into products tailored for local consumers.
Perfetti Van Melle area licensing manager Anna Amat said the partnership would help unlock opportunities beyond confectionery, adding that the company sees strong potential for the brand’s expansion in India.
Black White Orange Brands Pvt. Ltd. co-founder and COO Mitali Desai noted that the focus will be on building a visually distinctive and design-led licensing portfolio that reflects the brand’s playful identity.
With India’s retail landscape evolving rapidly, the partnership is expected to drive collaborations with manufacturers and retailers across fashion, lifestyle and gifting segments. Product rollouts are likely to begin in phases through key distribution channels.
As global brands look to deepen their footprint in India, Chupa Chups’ move from candy counters to lifestyle shelves could add a fresh pop of colour to the market.
