Horlicks & FCB Neo flip the script on growth with new campaign celebrating mischief as a sign of true development

The new campaign challenges the pressure to grow up too soon — celebrating curiosity, creativity, and fearless childhood as true growth markers.

Mumbai: Horlicks, a Nutrition Food Drink brand, has teamed up with creative agency FCB Neo (part of FCB India) to launch a bold new campaign titled ‘Mischief is a Sign, that Growth is Fine’. The initiative challenges conventional perceptions of childhood success by advocating for curiosity, creativity, and a touch of mischief as key indicators of healthy development.

At a time when academic performance and structured schedules dominate parenting norms, Horlicks takes a fresh stance — celebrating fearless, playful behaviour as a vital part of growing up. The campaign questions the pressure to “grow up too soon” and instead reframes everyday acts of rebellion as signs of intelligence, imagination, and emotional growth.

Rooted in deep cultural insight, the campaign points to the risks of over-structured childhoods. By pushing for academic outcomes too early, parents may inadvertently stifle the very qualities that foster long-term success. Horlicks invites caregivers to expand their definition of growth, encouraging a more holistic view of childhood progress — where asking questions, challenging norms, and expressing oneself are just as important as good grades.

The brand film, which launched digitally and can be viewed here, delivers this message through relatable vignettes of childhood mischief — portrayed not as defiance, but as signs of vibrant, evolving minds.

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

With ‘Mischief is a Sign, that Growth is Fine’, Horlicks continues its legacy of championing child development — not just by providing essential nutrition, but also by supporting a mindset that allows kids to thrive in all dimensions of life.