Since 2012, Horlicks has been doing a year–on-year promotion with Archie comics.

Every year the campaign gets bigger and better with more of the characters on the brand packaging with an Archie premium. For almost 4 decades now, Archie along with Betty Veronica, Jughead & the gang have been a favorite of comic book lover with millions of comics being sold in India even today. Archie also has the maximum fan base on Facebook form India & the number of readers of online version of the comics on the official website is also dominated by Indians.