Horlicks Embraces Mischief: Childhood Play Sparks Healthy Growth Campaign
Horlicks India’s new “Mischief = Growth” TVC taps childhood pranks to highlight balanced nutrition, blending playful storytelling with product science for parents and kids.
Prakhar
Horlicks, India’s leading malted-milk drink, has launched “Mischief = Growth,” a lighthearted campaign that reframes childhood mischief as a natural marker of healthy physical and mental development. The new TVC, crafted by O&M India, showcases kids pulling playful pranks, tumbling off swings, orchestrating surprise water-balloon ambushes, while Horlicks’ blend quietly supports their bones, muscles, and cognitive stamina.
Celebrating Childhood Energy
Instead of admonishing boisterous behaviour, the film celebrates it. A young girl executes an epic prank on her brother’s school project, resulting in laughter and a hastily poured glass of Horlicks. Voiceover: “When they’re up to mischief, they’re up to growth”, connecting robust activity with the brand’s nutritional benefits.
Product Science Meets Play
Intercut with scenes of giggles and scraped knees, the ad highlights Horlicks’ key nutrients, calcium for bones, vitamin D for immunity, and protein for muscles. Simple animations overlay the kids’ antics, showing Horlicks molecules strengthening each jump, tumble, and sprint.
Multi-Channel Mischief Makers
Beyond TV, Horlicks invites parents to share their “Mischief Moments” on Instagram with the hashtag #MischiefIsGrowth. Each upload enters them to win interactive family-fun kits, Horlicks swag, chalk-board walls for doodling, and surprise toy sets, turning mess into playful memories.
Engaging Retail and On-Ground
In supermarkets, end-caps feature “Mischief-safe” packaging with built-in measuring scoops and spill-proof lids. Sampling stations in malls let kids test “Mischief-proof” flip-tops, emphasising convenience for active families on the go.
Final Thoughts
By celebrating the joyful chaos of childhood, Horlicks’ “Mischief = Growth” campaign masterfully aligns its nutrition credentials with real-life moments of play. It reassures parents that every leap, laugh, and lighthearted prank is a step toward stronger, healthier kids, powered by the trusted malt they grew up on.
