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One look at this hoarding while I was driving and I was convinced Horlicks had launched a new product called Shiksha!. Since this is the season for school exams I thought it was good timing too. But I was wrong and I blame it all on the creative. Shiksha plus is the new child plan from Max New York Life Insurance. LOL. I'm sorry the box design is too overwhelming for me to notice the copy.

I think they wanted to differentiate from other insurance plans for children that talk about helping children becoming astronauts and cricketers etc. Good intentions, but in their efforts to do so they have achieved to convince me its an energy drink. And thats not a good thing. Its dissappointing too, since I have liked their previous "czechoslovakia" ad and the other karo zyaada ka iraada. I had mentally created a benchmark for Max Newyork Life Insurance ads and this one is a let down.

I am not aware if there is a TV commercial as well for this and hopefully it wont be a spoof of complan's "he's a growing boy, look how he is shooting up!". On second thoughts likening an children's insurance product to a popular children's product from another category can be leveraged, isnt it? What if parents got a discount on premium for purchasing a popular energy drink? I would like it.