Mischief Means They're Growing Just Fine

Horlicks & FCB Neo Flip the Script on Growth — Because Mischief Means They're Growing Just Fine. The new campaign challenges the pressure to grow up too soon — celebrating curiosity, creativity, and fearless childhood as true growth markers.

April 25, 2025 – India: Horlicks, one of India's most iconic Nutrition Food Drink brands, partners 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 a powerful cultural insight: 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."