Ogilvy India has created a new concept for Cadbury Bournvita through which the brand tried to give yet another strong reminder for society to recognise and nurture every child’s individual potential - #FaithNotForce.
The #FaithNotForce movement aims to enlighten parents to take notice of their children’s true talent instead of forcing them into preset career molds.
To demonstrate this in a manner that registers and drives the point home, the brand transformed the Bournvita jar, found in every household, and forced it to become something they weren’t destined to be- a toilet cleaner jar, an egg box, 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 intent is to shock consumers when they reach out for the Bournvita jar at shopping aisles and its direct-to-consumer website, and notice these strange looking packs, to help them draw a parallel to situations when children are also forced to follow a prefixed path that may work for others but may not be true to the child’s individual potential.
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, said, “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 realised the need to urge parents to take off the pressure of latching the same career choices onto their children. Our idea is built on a simple premise of not overlooking a child’s true potential, and we 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 and Kainaz Karmakar – Chief Creative Officers, Ogilvy India, said, “It took a long time and many test 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, designing the packs and e-commerce page, it has been an exciting journey. When people around saw the idea, the emotions it evoked was all the proof we needed, that we’ve hit upon a truth that needs to be told. Forced Packs is an intervention; to stop pushing our ambitions onto our children.”
Shekhar Banerjee- Chief Client Office and Office Head- West, Wavemaker India, said, “Will you buy Bournvita, if we force you to see a Tissue paper looking Bournvita Ad? We are asking some very provocative questions to Indian Parents and re-emphasise the need for parents to have faith in their kids and not force them. On media our intent is to build intrigue and shock, hence our approach was to execute Forced Ads to promote Bournvita’s Forced Packs. We had to rethink all the standard success metrics on media and how we work around platform algorithms to make this happen.”
For the launch, Cadbury Bournvita has associated with Star Bazaar to feature the new avatar of jars in their select stores and capture shoppers’ reactions in real-time.
Additionally, this campaign is supported by a 360-degree marketing campaign including print activations, partnerships with leading social media platforms and influencer engagement.
The campaign will also feature on the brand’s parenting website (www.tayyarijeetki.in) that will host inspiring stories about letting kids pursue their preferred career choices, in addition to anchoring progressive and holistic conversations on parenting for kids during their formative years.
Creative Agency: CCOs: Kainaz Karmakar, Harshad Rajadhyaksha & Sukesh Nayak
Executive Creative Director: Akshay Seth
Group Creative Director: Chinmay Raut
Creative Team: Yash Narvekar
Account Management: Hirol Gandhi, Prakash Nair, Maninder Bali, Mayuri Shukla, Nikita Agarwal, Apoorva Gupta
Planning Team: Ganapathy Balagopalan, Russell John, Shiksha Singh
Team Mondelez: Anil Viswanathan, Nitin Saini, Vikasdeep Katyal, Payal Sainani, Ashwin Chandran, Eeshaan Bajpai, Sagar Mailk, Anjali Krishnan, Joywin Fernandes, Thomas Oommen, Vidya K, Raghav Gaur, Arathi Ajit, Sushma Baralay, Shruthika Kanchan, Rinal Nair, Abhay Sharma, Pracheta Chattopadhyay, Rakhee Bansal, Aishwarya Chopra.
Media Agency – Wavemaker: Shekhar Banerjee, Naina Shewakramani, Harsh Desireddy, Rachana Mhetre, Jinal Goradia, Rohan Shrivardhankar, Shivani Kamal, Priyanka Nair, Shravan Daga, Chintan Thakker, Nikita Shah, Astha Gupta, Tanya Chakraborty, Punit Thakkar, Pooja Padmanabhan, Apeksha Dhuri, Yatin Desale, Dipesh Soni
Execution partners: Team Media Monks and Team Mindtree