Continuing building the narrative that highlights progressive parenting, Cadbury Bournvita, the nutrition brand from Mondelez India, has rolled out a 4-minute short film ‘The Boy Who Failed’. Introducing a perspective shift on failure under its campaign ‘Tayyari Jeet Ki’campaign, the latest film emphasizes the role of failure in today’s hyper-competitive world in making one stronger and resilient than before. It brings alive the simple yet ironic life’s truth that failure is the biggest teacher in the path to success, and hence the need to perceive it accordingly. Thus, conveying the message of normalizing failure and encouraging kids to learn from it and bounce back stronger for another step towards their ‘Tayyari Jeet Ki’.
As an extension to this campaign, Cadbury Bournvita has partnered with the Indian athletes who almost made it to the winning podium, despite the loss, emerged nothing less than champions. Amid a bunch of success stories and medal tallies, the brand will be welcoming and supporting athletes Anahat Singh, Hima Das and Ashish Kumar Chaudhary, who’ve gained more than a medal- an unforgettable experience and tons of learning to win their next game. The brand will be leveraging OOH advertising to celebrate their fighting spirit in the most special way.
The players will also be leveraging their social media handles to share their inspiring stories and learnings from the game, driving home the message of rising above failures. This will be backed by some inspiring content on dealing with failure on Cadbury Bournvita’s tayyarijeetki.in parenting website.
Commenting on the campaign, Anil Viswanathan, Vice President – Marketing, Mondelez India said, “In today’s hyper-competitive world, even the smallest of failures can impact children physically, mentally and emotionally. In such an environment, it becomes imperative for parents to help children realize their true potential and help them embrace failures gracefully while encouraging them to learn from it. Although failure has always been portrayed in a negative light, this film allowed us to emphasize on the importance of right ‘Tayyari’ and to shift perspective towards how people view failures and disappointments. To emphasize the message further, we have associated with Indian athletes who will help inspire children to deal with failure and emerge stronger for their future endeavors.”
Akshay Seth Executive Creative Director and Chinmay Raut, Group Creative Director at Ogilvy India, who conceptualized the campaign had the following to add “As a brand, we wish to change the perspective on failure that we as a country have, in the most inspiring and authentic manner. In the wake of the recent sporting events, while the country applauded the winners, we wanted to reach out and inspire the Indian athletes who despite their best didn’t make it to the podium. Because failing is fine, not fighting back is not. And we’re sure our champions will do exactly that with the nation’s support.”
Commenting on the campaign, Shekhar Banerjee- Chief Client Office and Office Head- West, Wavemaker India had the following to add “No one can personify our message better than Athletes. All of us as parents and kids have something to learn from them, the spirit of never giving up. Even when they don’t win they leave us hopeful, they teach us to fail gracefully and come back even harder. Big thanks to the Athletes to support us in this cause.”
This latest campaign is supported by a high decibel 360-degree marketing campaign including disruptive outdoor activations, partnerships with leading social media platforms and influencer engagement. Additionally, the brand has launched a parenting website (www.tayyarijeetki.in) that will host inspiring stories about the players in addition to anchoring progressive and holistic conversations on parenting for kids during their formative years.
