STEM for Girls is an initiative launched in India by IBM in 2019 to improve education and career pathways for girls in government high schools. Our vision is to prepare over 200,000 high school girls here in India, across multiple states, through a 3-year program to pursue and understand their potential in STEM careers.

IBM has joined forces with partners Quest Alliance and American Indian Foundation Trust to take this program to government schools in select cities. In the last two years, IBM has reached over 140,000 students through 1,200 schools.

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