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Bournvita Lil Champs’ message on radio, let your kids do what they can do

Ogilvy creates a radio spot counting the specialties of February, which is shorter than the other months but different in its own way. It makes a connection personifying February as a shorter child but one with unique qualities

Ogilvy Mumbai has devised a radio spot titled ‘I am February’ for Mondelez’s brand, Bournvita Lil Champs — a variant specially formulated to energise growing children. A spot that’s running aptly through the month of February, it gets across the message that we should not worry about our child being short or tall, because that’s not what real growth is about.

In the cluttered FM Radio advertising space, the spot stands out because of its uniqueness, with the month of February personified in an adorable little girl’s voice, talking to the listener of the pertinent point she makes.

Kainaz Karmakar and Harshad Rajadhyaksha, (Chief Creative Officers, Ogilvy India, West), who conceptualised and wrote the spot, 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 among 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.”

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 Lil Champs inspires parents to go beyond the narrow societal markers of height gain and weight gain and look for ‘real markers of growth’ in children.”

Bournvita Radio spot - 'I am February':


Client: Mondelez’s Bournvita

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

Client Team

Associate Director, Marketing: Inderpreet Singh

Radio Production House: Mikelal

Radio Director: Sidhant Mago

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