'Smart' advertisements of Horlicks, Complan under attack

Mar 16, 2012 |

Agencies

Hyderabad

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Advertisements on British television about the wonders of Horlicks and Complan have been pulled down following outrage by activists who asked if the drinks can really turn children into 'exam toppers'.

Both brands have claimed 'two cups a day' will make children 'exam ready'. Britain's The Telegraph quoted Horlicks promising that the 'drink builds up attention, concentration and makes children stronger by making both the brain and the body ready for exams'.

GlaxoSmithKline, the company behind Horlicks has cited studies conducted by the India's National Institute of Nutrition in Hyderabad to back their claims.

Meanwhile, activists in India have slammed the brands saying their ads were at best 'manipulative'.

"In a country like India, where a vast population lives on meagre salaries, such advertisements shift their focus from basic needs to more luxurious products. The Advertising Standards Council of India should take notice of these misleading advertisements and completely ban them," The Telegraph quoted ad film-maker Artee Surendra Nath as saying.

Critics have also dismissed the Hyderabad lab's study saying the sample size was 'too tiny' for any conclusive results.

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