FCB Neo India creates ‘Mischief is a Sign, that Growth is Fine’ campaign for Horlicks

Horlicks, one of India’s most iconic Nutrition Food Drink brands, has partnered with FCB Neo (part of FCB India) to launch its latest campaign, ‘Mischief is a Sign, that Growth is Fine’.

At a time when structured routines, academic pressure, and outcome-driven parenting dominate, Horlicks flips the narrative, making a compelling case for growth. One where mischief isn’t a problem to be corrected but a sign of curiosity, creativity waiting to be nurtured.

Because growth isn’t just marks on a report card. It’s the everyday little signs — a question asked, a rule questioned, a boundary pushed. The campaign taps into the cultural insight that: the huge pressure to ‘grow up’ is, in fact, hampering growth in the long run. In the race to raise high-achievers, we risk raising risk-averse children. Horlicks urges parents 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.

Shiva Krishnamurthy, Executive Director, Foods and Refreshment, Hindustan Unilever, said: “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. 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.”

Mayuresh Dubhashi, Chief Creative Officer, FCB Neo, added: “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 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