We built Horlicks Milkshake's entire launch, films, KVs, and OOH, through Toaster AI Studio, proving "Nutritional Joy" could be produced with the same speed and abundance it was selling.
Challenge
Horlicks needed to launch its Milkshake format fast, at scale, and at an accessible ₹20 price point, while making a health-heritage brand feel genuinely exciting inside the crowded, indulgent world of milkshakes and on-the-go drinks.
Underneath that sat a harder brief: young adults want healthier choices without giving up taste or fun, so the campaign needed to hold both truths at once. Doing that across films, OOH, metro, and city-specific adaptations, at the speed and scale a launch like this demands, wasn't realistic through a traditional production pipeline. So Toaster AI Studio took on the production itself.
Approach
Every asset in this campaign, brand films, product films, key visuals, OOH, and city-specific adaptations, was built through Toaster AI Studio, end to end. No physical shoot, no traditional production cycle. Every appetite-driving visual and every frame of indulgence was generated.
This wasn't a shortcut, it was the strategy. "Nutritional Joy" needed abundance, bold colour, and appetite appeal at a scale no live-action shoot across multiple cities could realistically match on this timeline. AI Studio let us build that visual language directly and iterate fast enough to launch a fully cohesive campaign across every touchpoint at once.
The tagline, "No Guilty, Only Pleasure," carried the same logic as the production itself. Growing up means putting limits on things you enjoy, and normally, on what a brand can produce on a deadline. This campaign didn't accept either limit.
The rollout, all produced through Toaster AI Studio, spanned:
Brand and product films
OOH key visuals built for high recall, adapted city by city
Metro branding
Digital-first cuts
A single, consistent visual system across every city and format
Results & What Made It Different
Most AI-generated campaigns hide the fact that they're AI-generated. This one didn't need to, the work held up entirely on craft, and Toaster AI Studio's role became part of the story rather than something to downplay.
Producing a full-scale, multi-city FMCG launch, films, OOH, metro, digital, entirely through AI Studio, without a single shoot day, isn't something the category has done at this scale before. It changes the economics and speed of what a launch like this can look like.
It also mirrors the brand idea back at itself. Horlicks Milkshake said you don't have to choose between indulgence and something better for you. Toaster AI Studio proved you don't have to choose between speed and quality, either.
