Cadbury Bournvita, the malted drink brand, has a strong reminder for society to recognize and nurture every child’s potential #FaithNotForce
Society has always dictated what the kids’ futures should be. Even though the kids have the best at their heart, they are forced towards a particular profession often ignoring their natural inclination and talent.
It transformed the iconic Bournvita Jar, found in every household, and forced the jars to become something they weren’t destined to be a toilet cleaner jar, an egg box, a tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle. These jars contain Bournvita powder inside them but don’t look like the Bournvita Jar they were meant to be.
The Bournvita Forced Packs are available at select Star Bazaar outlets as well as online. By bringing these jars home and sharing their pledge, parents can show that they too are against forcing kids and they stand for showing #FaithNotForce.
Vikasdeep Katyal, director– marketing, GCBM, Mondelez India: “Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on the nutritional needs. While society continues to view career options with a limited spectrum, we realized the need to urge parents to take off the pressure of latching the same career choices onto their children. e are confident that the innovation in terms of the packaging will help parents take notice of the campaign along with the #FaithNotForce pledge on www.thebournvitastore.in. We sincerely hope to gain support in our attempt towards instilling faith and celebrating every child’s uniqueness
Harshad Rajadhyaksha & Kainaz Karmakar – Chief Creative Officers, “It took a long time and many tests 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, and designing the packs and e-commerce page, it has been an exciting journey. When people around saw the idea, the emotions it evoked were all the proof we needed, that we’ve hit upon a truth that needs to be told.
For the launch, Cadbury Bournvita has associated with Star Bazaar to feature the shocking avatar of jars in their select stores and capture shoppers’ reactions in real time. Additionally, this latest campaign is supported by a high-decibel 360-degree marketing campaign including print activations, partnerships with leading social media platforms, and influencer engagement.
