MUMBAI: Mondelez India, through its 75 year old beloved brand Bournvita, introduces the ‘Taakat se Hoti Hai Tayyari Jeet Ki’ campaign. This impactful initiative embodies the belief that true strength, which is built over time, forms the foundation of champions of tomorrow. Anchored in the realm of progressive parenting, ‘Taakat se Hoti Hai Tayyari Jeet Ki’ transcends traditional definitions of strength, highlighting the importance of perseverance and resilience in helping children unlock their full potential.
With two cups of Bournvita containing 50% of child’s daily requirement for Vitamin D, Iron and Zinc, the brand continues to reinforce its role as a trusted nutrition partner for parents in building a generation ready to face life’s challenges.
In today’s fast-paced world, where convenience often takes precedence, many parents question whether their children are developing the inner and outer strength needed to face life’s challenges. Featuring Olympian Mary Kom and her son, Khupneivar Kom, the campaign looks to reinforce and personify the values that Bournvita says it has championed for decades—fostering inner resilience and the courage to persevere through life’s challenges.
Nitin Saini, VP marketing, Mondelez India said, “We’ve always believed that the real essence of strength goes beyond physical capability. It’s about resilience, grit, and the unwavering will to succeed. Through this campaign, we wanted to emphasize that strength is not just inherited—it is built through the right guidance, values, and relentless preparation, qualities that Bournvita has always stood for. Mary Kom and her son Khupneivar Kom, beautifully bring this philosophy alive. This journey perfectly aligns with our brand’s mission to inspire children and parents alike to embrace this path of growth and development.”
Kom said, “I deeply resonate with the message of the film, as an athlete and as a mother. My own story is testimony to the fact that you have to build strength and persevere to be someone. Not your mother’s achievements but your own strength is your true identity which you have to build- a value my kids have grown up on and which every mother wants their child to inculcate.”
Harshad Rajadhyaksha and Kainaz Karmakar- Chief Creative Officers, Ogilvy India, “For the first time we have a celebrity in our film but the story continues to follow the path of tough love. Big love to our clients for being open to this casting. When Mary Kom imparts a lesson of strength to her son, it packs a different punch. To make it authentic we cast her own son and not an actor. The line ‘medal ko yeh nahin pata tum kiske bete ho’, holds an important life truth that everyone must remember. Written by Akshay Seth and directed by Bob from Good Morning films, we hope the consumers will love it like we do.”
This campaign looks to build on the brand’s legacy of cultivating a mindset that empowers children to rise above adversity and push beyond limits by highlighting the pivotal role parents play in shaping not just their children’s physical health but also their emotional and mental resilience.
