Taller, Stronger, Sharper Lies: The Power of Copywriting in Branding

Let’s talk about copywriting, the weapon of mass seduction in branding.

It’s the art of convincing people that their boring old glass of milk will turn into rocket fuel if they just add your product.

And who does this better than the OG superheroes of Indian childhood—Horlicks and Complan?

Taller, Stronger, Sharper: A Marketing Masterstroke

Back in the day, Horlicks made sure every Indian parent had just one mantra: Taller, Stronger, Sharper.

That tagline became gospel, almost like the third holy line in a prayer after Gayatri Mantra.

Every parent believed their kid could become Einstein, Arnold Schwarzenegger, and Usain Bolt in one packet.

Here’s the fun part, every time that glass of Horlicks went down our throats, we were absolutely convinced we were growing an inch taller.

Sure, that inch was imaginary, but the emotional hook was real.

This wasn’t just advertising; it was a straight-up placebo effect for Indian parents.

Complan’s 2X Growth Campaign: A Double-Sized Claim

Not to be outdone, Complan swaggered in with its 2X Growth campaign.

Their ad literally showed a Complan Boy outgrowing his friend in height. “I’m a Complan boy!” became a battle cry in school playgrounds, right next to cricket sledging.

Parents, armed with this ‘scientific’ promise, switched their loyalty faster than Indian voters during election season.

Suddenly, the milk game wasn’t about taste anymore. It was about bragging rights.

Every parent wanted to raise the tallest giraffe in the neighborhood.

The Truth: Your Kid Isn’t Growing Taller

Here’s the kicker parents knew. Deep down, every parent in India understood that drinking Horlicks or Complan wasn’t turning their kid into the next Prithviraj Chauhan or PV Sindhu.

They knew their genes had more say in this than malted drinks.

But the power of copywriting was so strong that it drowned logic in a cup of sugary milk.

Even today, people buy these products by the kilo.

Why?

Because it’s comforting. It’s not about actual growth, it’s about the feeling of doing something ‘extra’ for their kids, even if it’s completely placebo.

What This Teaches Us About Copywriting

The magic here wasn’t the product.

It was the words.

The copywriters at Horlicks and Complan took the universal parental dream, a better future for their kids, and wrapped it in punchy, memorable lines.

They didn’t sell drinks; they sold hope.

Even in the face of logic, hope sells better than facts.

And sometimes, people don’t want to hear the truth, they just want to feel good about their choices.

But there’s a dark side to this magic.

Why You Shouldn’t Do This

Let’s get real, while these campaigns are legendary, they also flirt with ethical boundaries.

Making exaggerated promises, especially when targeting vulnerable emotions like parental love, is just not cool.

As entrepreneurs and brand builders, we have a responsibility to create campaigns that are honest yet impactful.

Selling your product doesn’t have to mean selling false hope.

Be clever, not deceptive.

Good copywriting isn’t about manipulating people. It’s about genuinely connecting with their needs and offering value.

Don’t let your marketing brew into a cup of hollow promises.

Until next time, stay sharp, but ethically so.

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P.S. if you want to learn in-depth about branding, you can sign up for the 5-day free email course.

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