Horlicks, in collaboration with FCB Neo India, has launched a new campaign titled “Mischief is a Sign, that Growth is Fine”. This initiative challenges conventional parenting norms by celebrating curiosity, creativity, and a touch of mischief as indicators of healthy child development. In a world often fixated on academic achievements and structured routines, the campaign encourages parents to recognize everyday behaviors like asking questions, questioning rules, or pushing boundaries as signs of a well-rounded and happy childhood.
Shiva Krishnamurthy, Executive Director of Foods and Refreshment at Hindustan Unilever, emphasized that growth encompasses more than just academic excellence. He noted that many mothers secretly take pride in their children’s spirited personalities, even when they display a bit of mischief. Such behavior often stems from an active and original mind, which is a sign of growth. Horlicks aims to be a trusted partner in nurturing this kind of development .
Mayuresh Dubhashi, Chief Creative Officer at FCB Neo, added that in a performance-driven world, creativity often begins with mischief. The child who colors outside the lines today could be the innovator who redefines them tomorrow. The campaign seeks to celebrate these little acts of rebellion not as disobedience but as proof of fearless thinking. Horlicks aims to fuel that kind of growth, the kind that goes beyond marks and medals .
Key Takeaway:
Horlicks’ campaign encourages a shift in perspective, urging parents to view mischief as a positive sign of growth. By embracing curiosity and creativity, the brand promotes a more holistic approach to child development.