Campaign India Team
Feb 12, 2019

Bournvita celebrates 'short February', urges parents to recognise real potential in children

Hear the radio spot conceptualised by Ogilvy here

Bournvita celebrates 'short February', urges parents to recognise real potential in children
Mondelez has rolled out a radio spot for Bournvita Lil Champs.
 
Conceptualised by Ogilvy, the radio spot, shows how the month of February, even though its shorter than other months, has a list of achievements. Through the voice of a young girl, the message the brand wants to put through is that parents shouldn't worry about the height or weight of their children and instead recognise the real potential in them.

Inderpreet Singh, associate director – marketing (gum, candy and powdered beverages), Mondelez India, said, “Bournvita believes that every child is gifted and unique. Unfortunately, society measures all children through narrow lenses of marks and medals. In doing so we miss to see and recognise the 'real potential' of our children. The latest work from Ogilvy for Bournvita little champions inspires parents to go beyond the narrow societal markers of height gain and weight gain and look for 'real markers of growth' in children.”
 
Kainaz Karmakar and Harshad Rajadhyaksha, chief creative officers, Ogilvy India - West, said, “Bournvita Lil Champs is a special brand with its unique tone and manner, and operates in the world of growing children. When we made the simple yet profound connection that personified February as a shorter child amongst other children, it seemed that the most compelling way to play out February’s story, was in the theatre of the mind – radio! Radio is one of the oldest mediums at our disposal as communicators. Yet the potential of this medium remains vast and largely untapped in the haze of so many other mediums. And it turned out to be the perfect medium for February to have her say and make her point.”
 
CREDITS
 
Client: Mondelez India
Associate director – marketing: Inderpreet Singh
Creative agency: Ogilvy Mumbai
Vice chairman India and CCO South and S.E. Asia: Sonal Dabral
CCOs India (West): Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Copywriters: Kainaz Karmakar and Harshad Rajadhyaksha
Account management: Prakash Nair 
Radio production house: Mikelal
Radio director: Sidhant Mago
 
Source:
Campaign India

Related Articles

Just Published

8 hours ago

'The holding company model has been broken for a ...

EXCLUSIVE: Fresh off two major acquisitions in 2024, Jamie Posnanski unpacks why the traditional agency-supplier model needs an overhaul, combating transformation fatigue, and why so few clients believe their agency models are fit for purpose.

8 hours ago

Ogilvy’s Ricardos Vaz: 14 years in, but still ...

CREATIVE SPARKS: The agency’s senior creative director is a masterful storyteller, blending sharp strategy, emotional depth, and fearless creativity to craft campaigns that leave a lasting impact.

9 hours ago

JioHotstar, Nielsen to collaboratively offer ...

Following its recent merger, JioHotstar aims to provide actionable ad insights to advertisers ahead of Tata IPL 2025 through this partnership.

11 hours ago

Sprite’s ‘Thand Rakh’ campaign serves chill with a ...

With humour and fizz, its latest campaign turns everyday chaos into refreshingly cool moments, keeping Gen Z effortlessly chilled.