CE DESK 
WPP Media and Horlicks collaborate on ‘Chhoto Byomkesh,’ a branded content series reimagining Bengal’s iconic detective’s childhood with cultural storytelling.
WPP Media has initiated branded content for Horlicks by launching “Horlicks Chhoto Byomkesh,” a novel branded content collaboration that integrates Horlicks’ curiosity and growth with the cultural affinity of Byomkesh, the famous detective from Bengal. Horlicks promotes growth for children, and the series attempts to connect with the iconic fictional character’s childhood through Horlick’s values and the cultural affinity of Bengal, Horlicks promotes growth for children.
The show which is set up during the Durga Puja is captures the themes of mischief, intelligence, and Discovery during the childhood of Byomkesh. It has been produced by WPP Media’s Team Fulcrum for Hindustan Unilever Limited and adult Byomkesh is played by Aarush Dey and the Byomkesh’s mother Sulochona is played by Priyanka Sarkar, The show is directed by noted film maker Kamaleswar Mukherjee. As a Hoichoi integrated story, themed to the brand values of Horlicks, it is designed as a social-first, digitally amplified property, Hoichoi’s story-telling to engage families across Bengal.
WPP Media displayed the ability to integrate data-driven customer understanding with cultural relevance in the most recent campaign. The campaign illustrated the potential of branded entertainment by transforming Byomkesh into branded entertainment. The campaign celebrated the ability of contemporary brands to create impactful cultural moments. The series debuted on September 24, 2025, on Hoichoi and marked a creative, data, and cultural insight collaboration. The initiative demonstrated the ability of contemporary brands to instill curiosity and a love of learning in children through accessible, regional narratives. This initiative marked WPP Media’s leadership in integrating contemporary advertising and content-driven brand building in advertising.
