: The new Bournvita campaign urges parents to consider their kid’s true talent #IndiaNEWS #Campaign Feature In its latest campaign, Bournvita asks parents to consider their children’s true talent

Posted in: #IndiaNEWS #Campaign #FaithNotForce

The new Bournvita campaign urges parents to consider their kid’s true talent #IndiaNEWS #Campaign Feature
In its latest campaign, Bournvita asks parents to consider their children’s true talent instead of forcing them into preset career molds.

Cadbury Bournvitas new campaign urges society to recognize and nurture every child’s individual potential. Called #FaithNotForce, the campaign aims to enlighten parents to take notice of their children’s true talent instead of forcing them into preset career molds.

As a society, we’ve always dictated what our kids’ futures should be. Even though we have their best at heart, we force our kids towards a particular profession often ignoring their natural inclination and talent.

To demonstrate this in a manner that registers and drives the point home, the brand has decided to do something audacious. It transformed the iconic Bournvita Jar, found in every household, and forced the jars to become something they weren’t destined to be- a toilet cleaner jar, an egg box, tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle. These jars contain Bournvita powder inside them but don’t look like the Bournvita Jar they were meant to be.

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The intent is to shock consumers when they reach out for the iconic Bournvita jar at shopping aisles and our the direct-to-consumer website, and notice these strange looking packs, to help them draw a parallel to situations when children are also forced to follow a prefixed path that may work for others but may not be true to the child’s individual potential.

Commenting on the campaign, Vikasdeep Katyal, Director– Marketing, GCBM, Mondelez India: “Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on the nutritional needs. While society continues to view career options with a limited spectrum, we realized the need to urge parents to take off the pressure of latching the same career choices onto their children. Our idea is built on a simple premise of not overlooking a child’s true potential, and we are confident that the innovation in terms of the packaging will help parents take notice of the campaign along with the #FaithNotForce pledge on www. thebournvitastore. in. We sincerely hope to gain support in our attempt towards instilling faith and celebrating every child’s uniqueness. �?

Harshad Rajadhyaksha & Kainaz Karmakar – Chief Creative Officers, Ogilvy India who helm the team that conceived and executed the idea tell us more about the genesis of this idea: “It took a long time and many test runs before we could get this project to the floor.