Binay Mehra has been appointed Senior Vice President by FCB NEO, a division of FCB India. Mehra has 17 years of advertising expertise in a variety of fields, such as politics, real estate, sports, fashion, food, and beverage.

Over the last 10 years, Mehra has led portfolios at PepsiCo Foods. “His strategic acumen and deep client partnerships have played a pivotal role in shaping some of India’s most-loved brands,” said FCB Neo. Most recently, he was leading the Lay’s and Quaker business.

“With Binay on board, we’re adding leadership that’s not only seasoned, but sharp, modern, and relentlessly brand-focused,” said Ashima Mehra, CEO, FCB NEO,.

“His track record across marquee businesses is exactly the kind of edge we need as we scale up and aim higher.”

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Mehra added: “I’ve always believed in the power of creativity to solve real business problems".

 

FCB NEO’s ambition to blend digital agility with strong brand thinking feels like the perfect place to create impact. I’m excited for this next chapter.”

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Mehra will be based out of the agency’s Delhi office.

The nutrition food drink company Horlicks has partnered with FCB Neo, a creative firm that is a division of FCB India, to introduce a daring new campaign called "Mischief is a Sign, that Growth is Fine." By promoting curiosity, inventiveness, and a little mischief as essential markers of healthy growth, the program questions accepted notions of juvenile success.

Horlicks adopts a novel approach at a time when academic achievement and regimented schedules rule parenting conventions by promoting bold, fun behavior as an essential component of maturing. Instead than questioning the urge to "grow up too soon," the campaign reframes commonplace acts of resistance as evidence of emotional development, intelligence, and inventiveness.

The ad highlights the dangers of overly regimented childhoods and is based on profound cultural understanding. Parents may unintentionally suppress the very traits that promote long-term success by pressuring their children to achieve academic results too soon. By supporting a more comprehensive understanding of childhood development, where asking questions, defying expectations, and expressing oneself are equally as vital as getting good grades, Horlicks challenges caregivers to broaden their notion of growth.

This message is conveyed in the brand film, which was released digitally and is available to watch here, through relatable anecdotes of mischievous behavior in childhood that are not interpreted as rebellion but rather as indications of active, developing minds.