'Night starvation' was a fictitious condition invented by Horlicks as an advertising gimmick that was supposedly relieved if a mug of the malt drink was consumed before bedtime.

It was then not marketed as a nutritional supplement and manufactured by GlaxoSmithKline (Consumer Healthcare) in Australia, Bangladesh, Hong Kong, India, Pakistan, Nepal, Thailand, Singapore, Jamaica, Malaysia, New Zealand, South Africa, Sri Lanka, and the United Kingdom.

[8] Dan Dare, Pilot of the Future serial was sponsored by Horlicks in 1952 and was aired Monday to Friday at 7:15 p.m. over Radio Luxembourg.

[citation needed] In 1961, Horlicks ran a television advertising campaign that featured Scottish entertainer Billy Raymond and an actress.

[11][unreliable source] In 2003, the brand underwent a revamp which led to the introduction of new flavours such as vanilla, toffee, chocolate, honey, and elaichi (cardamom).

By pushing it to newer segments of the market, Horlicks has become an umbrella brand for a wide variety of products ranging from the flagship malt drink to instant noodles, confectionery and breakfast cereal.

[20] This event started its way in 2003 and till now has reached approximately 25 million children in all India as well as in Sri Lanka, Nepal and Bangladesh.

With more than 30 events in the field of arts, literature, painting and extra-curricular activities, Horlicks Wizkids is South Asia's largest interschool fiesta giving children an opportunity to showcase their talent on a global platform.

It consisted of five days of rigorous training sessions, talent rounds, project presentations and other fun, learning and recreational activities.

It is served at cha chaan tengs as well as fast-food shops such as Café de Coral, Fairwood and Maxim's Express.

In some Southeast Asian countries, such as the Philippines and Malaysia, Horlicks was also sold as milky-chocolate-flavoured discs in paper packets, which were then eaten as candy.

Horlicks remains popular in Malaysia and Singapore where it packed under licence from SmithKline Beecham and sold in large glass and tin containers.

[24] GlaxoSmithKline attempted a rebrand of the product in 2004 for younger consumers by redesigning the packaging and publicising its consumption at a number of trendy London venues such as the Groucho Club.