The Worst Time to Be a Kid in India

Dear Kids,

There was a simpler time for parents and kids in India, when a fond ritual was followed every day. Early in the morning Mothers would leave milk to boil, while trying to wake up resistant, drooling, sleepy kids. After dragging their bums to the dining table, moms would attempt to give the kids a healthy start to the day with milk. To camouflage the unpalatable stench of freshly heated milk, mothers would mix something chocolaty in it. Children would gulp down the glass and that was it.

Sigh...Apparently it's no longer enough for the milk to taste good; Over time the chocolaty thingies have morphed into agents of good, promising an unhealthy dose of competitive streak, making the world of kids closer to a rat race than it already is. This is grave warning for you - here are those terrifying commercials currently on air. For the sake of your future, if you see your parents watching these accidentally on TV, change the channel immediately!

First on the list is Complan (#KhaataKyaHai ).

The product promises to trigger abnormal growth and catapult you right to the front of the school drill,  where obviously as the school pet you'll get to wave an embarrassing flag while parents wildly cheer you. Consequently bullies will pick on you and the whole class will despise you for being a smug jackass. Where are the options for the lazy kids who'd rather sit raking up scores on Temple Run than run?  Thanks Complan - because of the disproportionate growth triggered by you all the Complan Boys are all going to have ruined childhoods.

Second on the list is Boost (#NoHashTag)
Boost was best known for squeaky Sachin Tendulkar, who etched the soprano tagline into everyone's brains -  "Boost is the secret of my energy". That's basically what we expected to happen: Kids getting an absurd shot of sugar high energy, and punching their friends, scraping their knees till their glucose levels would come crashing down. However with the new formula for Boost, you are signing for a long term plan - an unimaginable 120 days of hard labour, like a gym membership which causes grave regret after 24 hours. Anything less than 120 days of Boost consumption will lead to squat. On the 120th day, you'll get an alien like glow from within and grow in height. At least they are not thrusting a flag in your hands...

Last one is Bournvita (#TaiyaariJeetKi)

The scariest of the lot is Bournvita, which is meant exclusively for tiger moms who would probably lead agitations in India to make the JEEs 'more' competitive. As a kid, if you are included in the Bournvita group, prepare to become a hoodie wearing, rocky style boxer. You'll need to drop out of school and voluntarily get punched in the face. While other kids will be building sandcastles, you'll be punching the sand instead. As you face punches, your mom will have a content look on her face being reminded of the Thank you Mom P&G ad (The hardest job in the world is the best job in the world), not realizing that getting whacked in a boxing ring is way harder than being a mom.

Kids, I think you'll to make some hard choices right now - You may give up the whole sugary taste and resign to having just plain milk. Enduring those torturous few minutes in the morning is better than being unpopular in school, slogging for 120 days or getting punched in the face.

Or you could trust this Doctor, who otherwise is known for being a fool in the movie 3 idiots, and use what's being recommended in this commercial.

We are not clear on the details, but it does promise to make you Taller, Stronger, Sharper.

Horlicks Team

p.s: Dear Nestle, Cadburys, GSK - I may work for your organizations some day. Please forgive any transgressions.