Cadbury Bournvita has rolled out another leg of its ‘Tayyari Jeet Ki’ (the preparation to win) campaign titled ‘the boy who failed’, to highlight a perspective shift on failure.
Conceptualised by Ogilvy India and Wavemaker India, the film aims to showcase the role of failure in today’s hyper-competitive world in making one stronger and more resilient than before.
It opens with a mother telling someone on the phone on the phone how her son and daughter are participating in a district-level sports competition. A boy then enters the house, defeated and raged that he lost a game even though he trained a lot. The girl in the film, who also participated in the tournament, then tries to persuade him to come outside and practice. But the boy has given up hope. The mother in the film agrees to practice with her daughter since her brother isn’t ready to play again. The film showcases how the boy sees his mother and sister practising a lot and not giving up. The voiceover of the film (the mother's voice) says ‘there’s a big difference between failing and accepting that you have failed’. The film ends with the boy building courage and having the will to try and play again.
Anil Viswanathan, vice president - marketing, Mondelez India, said, “In today’s hyper-competitive world, even the smallest of failures can impact children physically, mentally and emotionally. In such an environment, it becomes imperative for parents to help children realise their true potential and help them embrace failures gracefully while encouraging them to learn from them. Although failure has always been portrayed in a negative light, this film allowed us to emphasise the importance of right ‘Tayyari’ and to shift our perspective toward how people view failures and disappointments. To emphasise the message further, we have associated with Indian athletes who will help inspire children to deal with failure and emerge stronger for their future endeavours.”