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