Top Story

Home >> Marketing >> Article

Bournvita focusses on progressive parenting with its 'look beyond marks' campaign

07-March-2018
Font Size   16
Bournvita focusses on progressive parenting with its 'look beyond marks' campaign

Exam season is the time when parents want to do more to help their children 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 puts across the point that ‘your child’s potential is not defined by the grades he/she gets, it's 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 and Kanika Sethi, Creative Director, Ogilvy Mumbai said "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".

Adding to this, Pratik Shetty Sr. Brand Manager, Bournvita said, "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"

Commenting on the idea, Mayuri Shukla, Vice President, Ogilvy Mumbai said, "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".

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Prakash joined PepsiCo in 1998 in India, and since then has held various positions across marketing and franchise functions in the company both in India and abroad

Divya will leverage her eclectic and rich experience across OTT and broadcast media, to build brand ALTBalaji

Your weekly news roundup, a summary of some of the stories to keep an eye on