WPP Media, Horlicks and Hoichoi launch ‘Chhoto Byomkesh’ branded content series

New Delhi: WPP Media has launched ‘Horlicks Chhoto Byomkesh’, a branded content series that reimagines the childhood of Bengal’s most-loved sleuth to align with Horlicks’ ethos of curiosity and growth. 

Conceived by Team Fulcrum, WPP Media’s dedicated unit for HUL, in partnership with Horlicks and Hoichoi, the advertiser-funded programme (AFP) premiered on September 24, 2025.

Directed by Kamaleswar Mukherjee, the series features Aarush Dey as young Byomkesh, with Priyanka Sarkar as his mother, Sulochona. Set against the backdrop of Durga Puja, the show uses short, social-first storytelling to weave Horlicks’ brand values into Hoichoi’s narrative world, aiming to resonate with families across Bengal.

Watch the show trailer here: 

Amin Lakhani, President – Client Solutions, WPP Media South Asia, said the campaign exemplifies how culturally anchored IP can deliver impact at scale. He noted that the team “reimagined [Byomkesh’s] childhood to align with Horlicks’ legacy of curiosity and growth,” adding that the first-of-its-kind AFP launched around Durga Puja brings together creativity, data and cultural insight to craft meaningful brand stories.

From the brand side, Rajneet Kohli, Executive Director, Foods, HUL, said, “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… 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, Hoichoi, added that Byomkesh remains a beloved character across generations and that the platform is excited to present a fresh, reimagined take for contemporary audiences.

The initiative aims to show how modern AFPs can create cultural moments while delivering brand salience and engagement.