Bournvita celebrates the modern mom, and the ‘habit’ of winning

Cadbury India has released a thematic film on the importance of inculcating good habits in children for its beverage brand Bournvita, with the story of a mother who instils in her son the habit of winning.

The TVC created by Ogilvy & Mather went on air in early April.

The film starts with a mother and son racing in the woods. She is shown pitting herself against the boy in regular sprints. The mother tells the story through the voice over. She says, “Mere bête ko jeet ki aadat tab lagegi jab woh mujhe harayega” (My son will learn the habit of winning when he defeats me). But she is in mood to let her son win by giving in. “Akhir adatein na ek din mein banti hay na asani se” (Habits are neither built in a day nor easily) she says. The day arrives when the son defeats her in their race. The VO says, “Toh jis din woh mujhe harayega, main jeet jaoongi” (So the day he defeats me, I will win). As she pours him a cup of Bournvita, the VO explains that only a mother knows the value of good habits. The TVC ends with the boy sprinting and the super reads, ‘Taiyaari jeet ki’ (Preparation to win).”

Narayan Sundararaman, director, beverages, candy and gum, consumer insights and strategy, Cadbury India, said, “At Bournvita , we believe that parents understand that their role is not only to nurture, but also help unlock their child's potential. Hence they have moved on from being bystanders, to being partners in their children’s journey. Further, parents try to instil good habits in their children to prepare them for life’s challenges. And children tend to pick those habits which they enjoy doing. Our new TVC is an attempt to interweave these insights to the Bournvita philosophy of ‘Tayyari jeet ki’.”

On the film, Zenobia Pithawalla, executive creative director, Ogilvy & Mather, said, “The film is a tribute to every mother who upholds the importance of inculcating good habits in her child. After all, as somebody once said: second half of a person's life is made up of nothing but the habits s/he has acquired during the first half. The Bournvita film is a tribute to the modern mom who leads by example.”
Credits
Client: Cadbury India
Creative agency: Ogilvy & Mather
National creative directors: Abhijit Avasthi , Rajiv Rao
Executive creative director: Zenobia Pithawalla
Copywriter: Ryan Mendonca
Art director: Vishal Bagade
Production house: Good Morning films
Director: Shashanka Chaturvedi
Account management:
Vice president: Hitesh Patrel
Management supervisor: Mandar Gore
Account supervisor: Atul Rao
Assistant account executive: Tavishi Gawri
Account planning:
Head of planning, Mumbai: Kawal Shoor
Vice president: Khushnuma Daruwala
Films:
Head of films, Mumbai: Porus Khareghat
Senior film executive: Shagun Shah