A new TVC for Bournvita talks about how the malt-based food brand will help kids to stay prepared for every challenge.
WATCH the TVC (story continues below)
The film opens with a judo match between two kids, where the bigger kid gets the other kid in a submission hold. The latter then begins to hear his mother’s voice in his head. With every sentence that he hears of his mother telling him it’s okay to lose, he keeps fighting harder. Finally the effort pays off and he flips the big kid over, and ends up winning the match. As the kid's mother looks at him proudly, a voiceover states, “Bournvita ke paushtik tatv badhaye doodh ke gunn aur dein aapke bacche ko tann aur mann ki shakti.”
Commenting on the new campaign, Narayan Sundararaman, director - powdered beverages, candy and gum, Cadbury India Ltd, said, “Cadbury Bournvita, is amongst the most loved and trusted brands in the country. It has Natural & Scientific nutrients that multiply the power of milk & provides children with Tan Aur Man Ki Shakti, thereby preparing them for achievement. We strongly believe that preparation is critical for achievement and that Bournvita is an integral part of this preparation process. This is captured in the campaign tag line ‘Tayyaari Jeet Ki’.”
Elaborating on the creative concept, Abhijit Avasthi, national creative director, Ogilvy & Mather India, said, “The film aims to capture the emotion of a mother who while wanting her child to succeed doesn't want to put him or her under undue pressure. Bournvita which is an integral part of a better, more wholesome preparation is the one thing that helps her achieve that. The film's executional tone and manner capture the flavour of today's parent-child relationship."
Madhukar Sabnavis, country head, discovery and planning, and regional director, thought leadership, Ogilvy & Mather India, said, “Parents want their children to give their best; whether they win or lose, the parent wants the child to be happy. Mothers are aware of the pressure-to-perform on the kid and don’t want to add to it. This is what the new Bournvita campaign captures; the winner kid and the encouraging parent-as-friend mother."
Agency: Ogilvy & Mather India
Creative: Abhijit Avasthi, Zenobia Pithawalla, Ryan Mendonca, Kamal Bhatnagar
Account management: Hephzibah Pathak, Samrat Bedi, CV Meenakshi, Nitin Mascarenhas
Account planning: Neeraj Bassi, Abhishek Tyagi
Films: Vikram Bangera
Production House: Nirvana Films
Director: Prakash Varma