Horlicks Celebrates Childhood Mischief as a Sign of Healthy Growth in New Campaign

Mischief is a Sign, that Growth is Fine.” In collaboration with FCB Neo, a division of FCB India, the campaign cleverly shifts perspective. Instead of viewing childhood mischief as a problem, it encourages parents to recognize it as a powerful sign of creativity, intelligence, and healthy development.

In a world where children face increasing pressure to perform academically, Horlicks boldly challenges traditional parenting norms. It invites families to look beyond school grades and structured routines, urging them to embrace the joyful chaos that naturally comes with growing up.

A Message Rooted in Real Growth

Shiva Krishnamurthy, Executive Director, Foods and Refreshment at Hindustan Unilever, shares the motivation behind the campaign:
“Since the 1950s, Horlicks has offered nutrition for growth. With this campaign, we wanted to deliver that message for today’s world—one where growth is not just about academic excellence. Interestingly, when speaking with moms, we found that they were secretly proud of their kids’ spirited personalities, even when they were being a little mischievous.

He adds, “Mischief that solves problems comes from an active, original mind and is a sign of growth. After all, kids grow best when allowed to be kids— and Horlicks continues to be the trusted partner in their journey.”

This message resonates with a growing number of parents who want to nurture well-rounded children—not just top-scoring students, but also curious thinkers and fearless problem-solvers.

Celebrating Creative Curiosity

Mayuresh Dubhashi, Chief Creative Officer of FCB Neo, explains the campaign’s creative approach:
“In a world obsessed with performance, we forget that creativity often begins with mischief. The child who colours outside the lines today could be the innovator who redefines them tomorrow.”

With vibrant storytelling, the campaign showcases children engaging in small, clever acts of rebellion—from inventing new games to breaking the rules in thoughtful ways. These moments highlight how mischief, when guided by curiosity and creativity, is a natural expression of a healthy mind.

The Role of Horlicks in Nurturing Growth

The campaign emphasizes how Horlicks supports physical and mental development, fueling children with essential nutrients to stay active, sharp, and ready for anything—including a little mischief. It reinforces Horlicks’ legacy as a growth partner trusted by generations of Indian families.

With over 70 years of presence in Indian homes, Horlicks continues to evolve with the times, encouraging new-age parenting that values imagination, originality, and emotional intelligence alongside academic success.

Why This Campaign Hits Home

Connects emotionally with parents who see mischief not as defiance but as a sign of brilliance.

Shifts the narrative around child behavior in a pressure-driven education system.

As a result, Horlicks positions itself as more than just a nutritional drink—it’s a brand that believes in holistic child development.

Final Thoughts

Horlicks’ “Mischief is a Sign, that Growth is Fine” campaign captures the spirit of childhood with authenticity and warmth. It redefines what it means to grow—and reminds us all that behind every mischievous smile,