aughty boy! Naughty boy! You Naughty Boy!" Any mother would probably find the new Junior Horlicks jingle touching a chord - especially when her child is a fussy eater.

Tojo (the boy in the ad) is one of that breed. The pre-schooler keeps thwarting his mother's continuous attempts to make him eat something. The khichdi gets hidden underneath his plate. The milk goes into the birds' cage. But he tells the mother that he has eaten. A series of his antics follows. A half-eaten chapati is found in his mother's purse and a half-eaten pakora under his bed. In the next shot, the mother catches him throwing an apple into the fish bowl. The constant refrain being: "Mama finish". The background theme song is 'naughty boy, naughty boy, you naughty boy.' The mother says "Is saare din ki shaitani mein reh gaya na poshan adhura? The voice over says. "Isiliye nai Junior Horlicks mein hai DHA or zaroori poshan, taki Tojo ko mile A to Z poshan." In the last shot, the father finds a slice of cheese in his book. Tojo, meanwhile, is shown sipping Junior Horlicks from his sipper.... more