Mumbai: Exam season is when parents want to do more to help their kids cope with exam stress. Hence, milk fortified drinks as a category witnesses a spike in this season. Bournvita’s role is, therefore, the most relevant during this time. Progressive parenting is at the core of Bournvita’s communication and taking forward its stance on examinations and learning over the last few years, the brand yet again put across the point that ‘Your child’s potential is not defined by the grades he/she gets, its beyond just their marks’. In a striking way, the brand urged parents to #lookbeyondmarks and let their kids follow their passions.
Akshay Seth, Senior Creative Director & Kanika Sethi, Creative Director, Ogilvy Mumbai: Exam times in India have always been defined by anxiety and a sense of finality. Almost everyone would know of someone who has been made to give up on their passion for the sake of academics. While urban India’s outlook is slowly changing, a large part of the country continues to subscribe to the erstwhile view. We wanted to depict this reality in a very real, organic way. We hope our experiment can touch the society in a manner that makes it look beyond marks.
Pratik Shetty Sr. Brand Manager Bournvita: This is a continuation of the progressive thought we have been advocating during exams. As a brand we strongly believe in the all-round development of the child. While this trend is on the rise, the pressure created on students during exams with an undue focus on marks rather than learning or development is still prevalent and we hope that through this experiment, more parents would be encouraged to look beyond marks.
Mayuri Shukla, Vice President, Ogilvy Mumbai: Bournvita has always advocated progressive parenting and the need to bring out the child’s best self versus using societal benchmarks of success. This social experiment is an extension of the same line of thought where we wanted to encourage parents to look beyond marks which are in fact only milestones in the learning process and cannot be a definition of a child’s ability to succeed in life.
YouTube Link to the video:
Client: Mondelez India
Agency: Ogilvy India
Creative team: Harshad Rajadhyaksha, Kainaz Karmakar, Akshay Seth, Kanika Sethi
Account management: Hitesh Patel, Prakash Nair, Mayuri Shukla, Nikita Agarwal, Nigel Almeida
Production house: Foot Loose Films
Director: Nishant Goyal