Bournvita stands for #FaithNotForce

Cadbury Bournvita has launched a campaign #FaithNotForce for Children’s Day, to encourage progressive parenting for Indian parents. Conceptualised by Ogilvy, the film showcases how the brand used the malted drink to ask parents to have faith in what their child wants to be when he or she grows up, and not force them into their idea of a successful career. 

 

As part of the initiative, the brand film features how empty packs of Bournvita were turned into forced packs, in the form of toilet cleaners, egg cartons, tissue paper boxes, a glass cleaner bottle, a ketchup bottle, a soap box, and a cooking oil bottle. Although the jars contain Bournvita powder inside them, they don’t look like anything the product should be associated with. 

 

These products were placed in supermarkets, where parents came to shop with their kids. They were all shocked to see these products, but when they picked them up, they got the message that the brand was trying to convey. Towards the end of the film, one of the parents is seen seated next to a forced pack of Bournvita toilet cleaner for her house, as a reminder to have faith in her children. 

 

Vikasdeep Katyal, director - marketing, GCBM, Mondelez India, said, “Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on nutritional needs. While society continues to view career options with a limited spectrum, we realised 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. We sincerely hope to gain support in our attempt towards instilling faith and celebrating every child’s uniqueness.” 

 

Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers, Ogilvy India, said, “It took a long time and many test runs before we could get this project to the floor. Right from idea to execution, our creative team, Akshay Seth and Chinmay Raut, and the larger Bournvita team at Ogilvy have spared no effort. From the birth of the idea to planning the campaign ecosystem, designing the packs and e-commerce page, it has been an exciting journey. When people around saw the idea, the emotions it evoked was all the proof we needed, that we’ve hit upon a truth that needs to be told. Forced Packs is an intervention; to stop pushing our ambitions onto our children.” 

 

The 360-degree marketing campaign will include print activations and partnerships with social media platforms, accompanied by influencer engagement.