Campaign India Team
Dec 10, 2013

Bournvita urges moms preparing kids to win, to let them punch above their weight

Watch the ad film conceptualised by Ogilvy & Mather

wide player in 16:9 format. Used on article page for Campaign.

Cadbury India has launched a second TVC under its campaign theme of ‘Tayyari jeet ki’ (preparing to win), for its beverage brand Bournvita. The ad film conceptualised by Ogilvy & Mather will go on air on 10 December nationally.

The film highlights a mother’s role in progressive parenting and inculcating good habits in their children, to prepare them for eventualities in life.

The commercial shows a hooded child practising boxing, as a voice over explains the need to prepare with someone better than oneself. It shows the kid, encouraged by the mother, receiving punches while practising against a bigger opponent. The child is shown training relentlessly for the next bout. The voice over says, “Hum apni tayyari behtar logon ke saath karenge. Ye aadat humein ehsaas dilati rahegi ki hum kitne kaabil hai. Par aadatein na banti hai ek din mein, na aasani se. Kyunki zindagi main muqabla kabhi barabari ka nahin hoga. Lekin hum abse, do kadamb aage rahenge.” (We should prepare against better opponents. This habit will make us realise our potential. But good habits cannot be cultivated in a day, and not easily. Because competition in life will not will not be with equals. But from now, we will stay two steps ahead).

The tempo of the film changes as the child takes off her head gear in the midst of a bout, again with a bigger opponent. It is revealed that the child is a young girl, boxing with a bigger male opponent. She convincingly defeats her opponent and the proud mother affectionately smiles at her. The film ends with the voice over underlining that only a mother knows the value of good habits, which is why she gives her child Bournvita.

On the idea behind the new commercial, Manjari Upadhye, VP, marketing - cocoa beverages, Cadbury India, said “At Bournvita, we believe that parents are no longer just bystanders, but partners in their child’s journey. Parents try to instil good habits in their children, to prepare them to stay ahead of the unforeseen life challenges. And good habits stick, when children enjoy them. Our latest progressive ad is emotional, in an otherwise functional category and masterfully interweaves these insights to the Bournvita philosophy of Tayyari Jeet Ki.”

Zenobia Pithawalla, ECD, Ogilvy & Mather, explained, “Good, quality preparation is perhaps one of the most important facets of a growing child's life. We had to leverage this through an inspired narrative that showcased Bournvita's allegiance to preparation and the mothers who fuelled it.”

“The universal truth is: 'Zindagi me muqabla kabhi baraabari ka nahi hoga'. Keeping this in mind, the mother inculcates in her kid the habit of preparing with those better than self. And that is the kind of preparation that pays tribute to Bournvita's philosophy of Tayyari Jeet ki,” she added.

Credits
Client: Cadbury India (Bournvita)
Creative agency: Ogilvy & Mather

Source:
Campaign India

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