Mondelez India’s beverage brand Bournvita Lil Champs in its new campaign encourages mothers to think beyond height and weight. It builds on the narrative of ‘Badhao andar ki takat’ with focus on motor skills.
Building on the progressive parenting proposition, the campaign highlights the necessity of going beyond a child’s cognitive growth and embracing a child’s playtime (indoor and outdoor) vital for their development.
Inderpreet Singh, Associate Director, Marketing (Gum, Candy and Powdered Beverages), Mondelez India, said, “Bournvita Lil Champs has always focused on a child’s mental growth since its launch. With the new narrative, we aim to highlight the importance of motor skills, which is all about strength to grow and learn. Parents often teach motor skills to their kids unconsciously, and this is our effort to infuse the concept as a conscious exercise. The goodness of DHA, protein and minerals in Bournvita Li’l Champs will only augment this process faster.”
The new brand ambassador of Bournvita Lil champs, Kareena Kapoor Khan, said, “Subconsciously, every parent is concerned about their child’s motor skills. Little do we understand as to how important it is to consciously track this aspect of a child’s growth. Bournvita Lil Champs as a product has always focused on a child’s mental growth. This time taking the same narrative forward, we are together talking about how to measure the same.”
With the new tagline ‘Badhao andar ki taakat’, the new TVC showcases a mother and a concerned grandmother asking the doctor, played by Kareena Kapoor Khan, about the child’s growth. The doctor then shows them how a child’s growth can be measured based on their ability to perform motor skills. The ad educates its viewers on ‘motor skills’ and how it helps measure a child’s physical growth and mental development.
The campaign has been conceptualised by Ogilvy Mumbai. Akshay Seth, Group Creative Director and Kanika Sethi, Creative Director, Ogilvy Mumbai, said, “Indian parents tend to use height as a marker for kids’ growth, causing a lot of anxiety. As a progressive brand, Bournvita Lil Champs wanted to introduce parents to motor skills, which is the true measure of growth in toddlers. Through a film that is educative and endearing, we are sure parents will embrace the real definition of growth and thus, the brand.”
The new Bournvita Lil champs is in line with company’s ideas of progressive parenting and aims at making ‘motor skill’ a true marker of a child’s growth.
Client: Bournvita Lil Champs, Mondelez India
Agency: Ogilvy India
Group Chief Creative Officer: Sonal Dabral
Chief Creative Officers: Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak
Creative Team: Akshay Seth and Kanika Sethi
Account Management: Prakash Nair, Mayuri Shukla, Nikita Agarwal and Pooja Jhawar
Strategy Planning: Russell John and Atreyi Nag
Production House: Corcoise Films
Director: Neha Kaul
Producer: Cyrus Pagdiwala
Director of Photography: Bijitesh De