The Campaign

Nutritional supplement advertising in India for the last few years has been highly tactical and claims-driven, and these were not doing very well for both the Bournvita brand and for sales. We needed to give mothers a different reason to pick Bournvita over other nutritional supplements for their children. So we created a philosophy around the brand that was different from the competition and would resonate with mothers everywhere. Where everyone else was talking about victory, Bournvita started talking about preparation. Because preparation was what would ultimately lead to victory. This was something that mothers immediately identified with and understood. Only a small percentage of children are actual winners, but there are millions of mothers who aspire for their children to be winners. Our advertising showed these mothers an alternative parenting method- encouraging them to start partnering their child in practice. Our hugely successful and appreciated ad film showed a mother who defies the norms and encourages her daughter to train against bigger, stronger boys in the boxing ring. This training makes her real fights against girls become child's play. Thousands of mothers bought into this progressive parenting philosophy, and Bournvita's market share began increasing exponentially.