Ogilvy Mumbai creates engaging radio spot 'I am February' for Bournvita Lil Champs

In the spot, the month of February is personalised with the voice of a little girl urging listeners to recognise the real potential of our children

by exchange4media Staff
Published - Feb 11, 2019 2:12 PM Updated: Feb 11, 2019 2:12 PM
Bournvita Lil Champs

Ogilvy Mumbai has devised an intriguing and engaging radio spot titled “I am February” for its client Mondelez’s brand, Bournvita Lil Champs – the Bournvita variant specially formulated to energize growing children at a young age. It is a spot that’s running aptly, through the month of February. In the cluttered and often loud FM Radio advertising space where it is often difficult for one message to shout out against the other, the month of February with an adorable little girl’s voice talking to the listener is bound to get people to take notice of the pertinent point the spot makes.

Speaking about the radio spot, Kainaz Karmakar & Harshad Rajadhyaksha, (Chief Creative Officers, Ogilvy India - West) who conceptualized and wrote the spot say, “Bournvita Lil Champs is a special brand with its unique tone and manner, and operates in the world of growing children. When we made the simple yet profound connection that personified February as a shorter child amongst other children, it seemed that the most compelling way to play out February’s story, was in the theatre of the mind – radio! Radio is one of the oldest mediums at our disposal as communicators. Yet the potential of this medium remains vast and largely untapped in the haze of so many other mediums. And it turned out to be the perfect medium for February to have her say and make her point.”

Inderpreet Singh, Associate Director – Marketing (Gum, Candy and Powdered Beverages), Mondelez India, said, “Bournvita believes that every child is gifted and unique. Unfortunately, society measures all children through narrow lenses of marks and medals. In doing so we miss to see and recognise the “real potential” of our children. The latest work from Ogilvy for Bournvita little champions inspires parents to go beyond the narrow societal markers of height gain and weight gain and look for “real markers of growth” in children.”

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