Come Women’s Day or Mother’s Day, there will certainly be an ad campaign from Women’s Horlicks that talks about the importance of bone density and calcium through a very emotional ad story plot. Irrespective of whether the ad creates a sense of hope or fear, most urban women in the country will be convinced at the end, “Yes, I need to supplement my diet with this health drink, now that I’m in my early 30s”. Ads can strike such an emotional chord, that we might overlook the essential facts.