Bournvita shocks the viewers with their latest Faith Not Force Campaign
Giving a creative turn to Children’s Day, Bournvita has come up with another brilliant idea that showcases a much-needed message of letting children be and chasing the career that they dream of instead of forcing them into something else.
The campaign featured the repackaging of Bournvita products into something unexpected that shocked viewers at sight. The campaign titled ‘faith, not force’ transformed Bournvita jars into ridiculous forms such as tissue boxes, toilet cleaners, cooking oil bottles and so on.
This portrays the idea that children too should not be made to fit into boxes predefined by their parents. Rather, parents should have faith in their young ones and not force them.
Vikasdeep Katyal, director– of marketing, GCBM, Mondelez India said, “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 our children.”
Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers, of Ogilvy India said, "It took a long time and many tests 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 weve hit upon a truth that needs to be told. Forced Packs is an intervention; to stop pushing our ambitions onto our children," they added.