It’s time to stop forcing kids. It’s time to show #FaithNotForce

Being a legacy brand that has stood for progressive parenting, Bournvita, wanted to send a meaningful and strong reminder to society not to force kids. So they took the iconic Bournvita Jar, which can be found in every home, and forced it to become something it wasn’t meant to be: a toilet cleaner jar, an egg box, a tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, and a cooking oil bottle. Hope that these “forced packs” will serve as a daily reminder to parents to show #FaithNotForce.

Commenting on the campaign, Vikasdeep Katyal, director of marketing, GCBM, Mondelez India, said, “Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on their nutritional needs. While society continues to view career options as having a narrow range, we recognised the need to encourage parents to relieve themselves of the burden of passing on the same career choices to their children.Our idea is built on the 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 and Kainaz, the chief creative officers at Ogilvy India, who helm the team that conceived and executed the idea, elaborate on the genesis of the same, “It took a long time and many test runs before we could get this project off the ground. 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 creating the e-commerce page, it has been an exciting journey. When people around us saw the idea, the emotions it evoked were all the proof we needed, that we’d hit upon a truth that needs to be told. Forced Packs is an intervention designed to prevent us from projecting our ambitions onto our children.

” Shekhar Banerjee, chief client office and office head, West, Wavemaker India, further added, “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-emphasising 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 in media and how we work around platform algorithms to make this happen.”

The Cadbury Bournvita Forced Packs are available at select Star Bazaar outlets as well as across online channels. By bringing these jars home and sharing their pledge, parents can prove that they too stand for showing #FaithNotForce. 

Credits
Agency: Ogilvy

Tags: Children’s Day campaign, Children’s Day Ad, Bournvita Forced Packs, Bournvita Faith Not Force, career, Mondelez, Marketing Campaign

International Women’s Day Ads 2019

Bournvita for Women: The Supermarket Surprise
#DontForgetYourself

PayPal: A Conversation on Diversity, Culture and Business
On International Women’s Day 2019, we recognize that correcting gender imbalance is not simply a women’s issue; it’s a business issue.

Women’s Tennis Association – International Women’s Day 2019 #BalanceForBetter

Candere by Kalyan Jewellers
Celebrating Womanity – #EkZindagiKhudKeNaam

Edelweiss Group – Advice Zaroori Hai
Edelweiss Mutual Fund salutes women across fields who believe in their power to advice.
Right Advice can have the voice of a Woman as well (feat. Bhakti Sharma) #AdviceZarooriHai

Greenply Plywood – Stop Saying Women Can’t
Voting rights. Equal pay. Safe space. These are some of the major talking points surrounding the role of women in India, in recent times. But has anyone stopped to think how, even in this day and age, women could be just as guilty of an entrenched gender-bias as men? Greenply, in association with Archana Women’s Center – a Kerala-based organization that works towards empowering women – drives home this idea with a simple experiment. #StopSayingWomenCant

iD Fresh Food – Equals With iD
Thank you for being there for us through thick and thin. It’s time we did the same for you. So here’s a promise to be there for one another. #EqualsWithiD #WomensDay

Kotak Silk | Hauslon Ki Udaan
This International Women’s Day, Kotak Silk celebrates the bold and unconventional choices made by women. Here’s an inspirational video that salutes women who have the courage to break stereotypes and choose the unconventional path. #SheIsCourage #HauslonKiUdaan #InternationalWomensDay

Max Fashions
Ultimate Women’s Day Fashion Anthem. Max Kehta hai, “Behen Kuch Bhi Pehen!”
#BehenKuchBhiPehen #MaxWomensFest

Volkswagen – My Favourite Things
#BalanceforBetter

Zivame – The Bra Matters
This Women’s Day, let’s uplfit, motivate and support just like our bra, because #TheBraMatters! So why does your bra matter? #TheBraMatters

Chandrika Hair Oil – Men Of Pongala
#MenOfPongala, a joint initiative by Chandrika Hair Oil and the men of Kerala to give back to the women in their families for toiling under the hot sun to cook the Special Pongala at the iconic Attukal Pongala festival in Thiruvananthapuram. After coming back, the women were given a surprise head massage with Chandrika Hair Oil and just like that, the joys and prosperity that the festival promised, came to life. The emotions that flowed were testimony enough for the thought that went behind the campaign. The men made their women proud and definitely made a strong statement.

Tags:
Automobile, Vehicle, International Women’s Day, PayPal, Chandrika Hair Oil, Zivame, The Bra Matters, Volkswagen, Max Fashions, Kotak Silk, Greenply Plywood, Candere, Kalyan Jewellers, Edelweiss Group, Bournvita, International Women’s Day Ads, Women’s Day 2019, Women’s Day campaign, #IWD2019, Best Digital Campaigns, Advertising Campaign, Advertising Agency, Women’s Day Campaign India, latest marketing campaigns, International Women’s Day ads 2019, Latest Advertising Campaigns, International Women’s Day campaigns

Credits
Client: Cadbury
Agency: Ogilvy & Mather
Production house: Corcoise Films
Director : Vishwesh Krishnamoorthy