This inspiring campaign shows modern Moms of India who believe in instilling good habits in kids.
Bournvita Adverts helped me to understand new-age Indian mothers, and what they think. Gone are the days when we used to see old lady in saari running after her kids to persuade them to drink milk. Nowadays, we see young mothers in jeans and tracks on television sets, whether it be in TVC or daily soaps. The most amazing thing about this Ad is, the mother says at the end “only a mother understands the importance of good habits, and that’s why I give her Bournvita.”
It goes like,
” Mere bete ko jeet ki aadat tab lagegi, jab wo muje harayega;
Tab nahi jab me use jitne dungi;
Aakhir aadatein na ek din me banti hai, na aashani se;
Aur yeh bacchon ko ghar benthe nai sikhaya jata;
Aur jis din wo muje harayega, me jeet jaungi.”
Isn’t it amazing? I loved it completely. Every time when this Ad is being shown on the television, I just stop doing whatever I was, and enjoy the Advert. As they say first we make our habits and then habits are what make us. On this famous axiom Cadbury India has launched the ‘Tayari jeet ki’ campaign for its chocolate flavoured health drink Bournvita, that stresses on the importance of inculcating good habits in children as a preparation to win in life. The latest addition of this same series shows a working mother who is motivating her daughter to work harder, preparing her to Win!
“Hum apni taiyari behtar logon ke sath karenege;
Yeh aadat humei ehsas dilati hai ki hum kitne kaabil hai;
Par aadatein na ek dit me banti hai, na aasani se;
Kyuki zindagi me mukabala kabhi barabari ka nahi hoga;
Lekin ab se hum do kadam aage rahenge..
Sirf ek Maa acchi aadaton ki ehmiat sajati hai;
Is liye me use roz Bournvita deti hun!”
Let me come to the point, which is why this Ad is inducing me to think, even when I am not a Mom, nor do I have kids. It’s because these Ad is all about value-system. It’s not preaching to all mothers to be like this, instead it is telling that we all Moms are like this only. It is making all the moms feel good about themselves. It’s inspiring children to do something. It’s not at all prompting, that only we, the mothers who give Bournvita to their kids does this, but says, we all the mothers understand the importance of good habits, and that’s why I give Bournvita to my kid. let me mention that Bournvita is ruling the Chocolate Drink segment of India from decades. Bytheway I was also a Bournvita guy in my childhood! So, an Ad will make an impact on the viewers’ mind only if your product is outstanding, otherwise it won’t work at all.
Marketing-Communications is all about values, principles and compassion. So, I think it is less about preaching and more about doing, less about teaching and more about inspiring, less about education and more about awareness. Less about sympathy and more about empathy.