While leading Design in GSK India, Kishaloy developed an idea to improve Horlicks brand equity scores in key markets. Voila! The birth of Horlicks Art Packs! Cretaed specially for eastern region of India, a couple of Packs were designed, one with 2000-year-old art form called Madhubani from Bihar and the second a unique art style of an iconic artist and Padma Bhushan awardee Shri Jamini Roy. There’s no better way to connect with regional TG than through the art forms that they love, admire and relate to emotionally. Horlicks was and is one of the most admired brands in India and particularly in East and South of India because of its presence since early 20th century. Therefore, the confluence of Horlicks and Art forms was a perfect concoction to improve brand equity. Rest is history!