Horlicks puts mischief back on the growth chart

Nutrition food drink brands Horlicks 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 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, at 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."

Campaign’s take: In an age where parenting manuals read like corporate KPIs, Horlicks’ latest campaign flips the pressure-cooker narrative. Titled ‘Mischief is a sign, that growth is fine’, the campaign—crafted by FCB Neo—suggests that the path to greatness might just involve broken vases and crayon-streaked walls.

Structured routines, endless assessments, and outcome-driven parenting have turned childhood into a to-do list. Horlicks, however, nudges parents to rethink: maybe colouring outside the lines isn’t defiance; maybe it’s design thinking in the making. By celebrating the messy, mischievous signs of growth, the brand positions itself firmly against the tick-box approach to raising children.

In a culture obsessed with test scores and trophies, Horlicks’ stance feels refreshingly subversive. It taps into the latent guilt many parents feel—the one that smiles when a rule is broken with flair. Instead of polishing away these sparks of curiosity, the campaign suggests that such mischief could be creativity’s first language.

By championing fearless, boundary-pushing childhoods, Horlicks quietly updates its promise of ‘growth’ for the 21st century—less about height charts and more about mindsets. Mischief, it seems, is back on the menu.

CREDITS:

Agency: FCB Neo

Brand: Horlicks

Group CEO, FCB Group India and 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 and Hitarth