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Horlicks, in partnership with FCB Neo, has launched a new campaign, ‘Mischief is a Sign, that Growth is Fine’. The campaign taps into a powerful cultural insight: the huge pressure to ‘grow up’ is hampering growth in the long run.
In the race to raise high achievers, parents risk raising risk-averse children. Horlicks urges to move beyond a narrow definition of growth that’s limited to academics — and instead, embrace the daily signs of a well-rounded, happy childhood.
In a world dominated by strict routines, Horlicks shows that mischief isn’t something to fix — it’s a sign of curiosity and creativity that deserves to be encouraged.
The campaign film follows a young boy, Rohan, known for his energetic and sometimes mischievous behavior. Instead of punishing him, his parents choose to understand and encourage him, because true growth isn’t just about grades — it’s found in the small moments.
“Since 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,” said Shiva Krishnamurthy, Executive Director, Foods and Refreshment, Hindustan Unilever.
“When speaking with Moms, we found that they were secretly proud of their kids’ spirited personalities, even when they were being a little mischievous. 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 growth journey.”
“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,” added Mayuresh Dubhashi, Chief Creative Officer, FCB Neo.
“With this campaign, we wanted to celebrate those little acts of rebellion — not as disobedience but as proof of fearless thinking. Horlicks fuels that kind of growth — the kind that goes beyond marks and medals.”
Credits
Agency: FCB Neo
Brand: Horlicks
Group CEO, FCB Group India & South Asia: Dheeraj Sinha
Chief Executive Officer: Ashima Mehra
Chief Creative Officer: Mayuresh Dubhashi
Chief Strategy Officer: Punit Singh
National Creative Director: Udayan Chakraborty
Creative Team: Sameer Kumar, Pooja, Bhavini, Mihir, Kshitij Chandel
Account Management: Akhilesh Ramachandran, Akansha Sawant, Kreetika Rawani, Harshita Verma
Strategy Team: Zitin Bhan, Priyamvada Mohta
Brand team: Shiva Krishnamurty, Zakir Karim, Sayan Bhattacharjya, Varnith Kopparam, Anushka Mukherjee
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Kush Malhotra
Cinematography: Shivendu Kudalkar
Production Design: Rahil Khan
Music: Bharat Menaria & Hitarth
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