Exam times in India have always been defined by anxiety and a sense of finality. Everyone would know of at least someone who has been made to give up on their passion for the sake of academics. The bitter truth is that, under the pretext of education, real learning has taken a backseat. While urban India’s outlook is slowly changing, a large part of the country continues to subscribe to the erstwhile view.
Well, Cadbury Bournvita has always depicted this reality in a very real and organic way. It has been known for its thoughtful campaigns with emphasis on overall growth of children and a gentle reminder about where the focus of education should be.
In the past, the brand had shown us some of the very striking campaigns like ‘Bournvita- Taiyaari Jeet ki’, ‘Bournvita Biscuits- No More Excuses’, ‘Bournvita- Exam Time Sale’ , ‘Bournvita Pro Health Vitamins – Shakti Har Race Ke Liye’, and the latest one ‘Bournvita- The Exam Collection’.
Launched in 1948 and marks itself as one of the oldest brands in the malted beverages segment, Bournvita was backed with strategic planning and thoughtful ideas with no compromise on quality.
With the recent #TheExamCollection campaign, the brand has taken its ‘Taiyaari Jeet Ki’ concept to another level where it has urged for a change in attitude. It transformed a popular fashion store in the most unexpected way. When the customers didn’t get a choice in their CLOTHING, they were disheartened. Similar is the when a child doesn’t get a choice in their CAREER!
Well, every child has a choice beyond marks. The campaign is also very topical since board exams, the most crucial part of every students’ life in India, are going on.
We’ve been seeing Boost ads with celebrity endorsers and sportsmen in particular whereas Complan and Horlicks have been in a neck-to-neck fight for being a leader in the category for physical growth.
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 in order to encourage parents to look beyond marks. They are considered as the only milestones in the learning process and cannot be a definition of a child’s ability to succeed in life.
Now with Bournvita focusing on new-age parenting, it’s much more than just school report cards and wanting their kids to stand-out with overall development. It is talking about victory by saying that learning is more important and it’s not only about competitiveness.
The world is getting increasingly competitive for children. Grades have trumped self-confidence at new admissions. Grades are everything almost all parents care about of their school going kids. It was always your school grades that decided who became the teacher’s pet and who became the back bencher. Bournvita’s Tayyari Har Exam Ki ad takes on this very myth in our society which is beautifully designed and conceptualized by Ogilvy & Mather.
The obsession with marks is a bad habit that is passed on with every generation. Bournvita has successfully and beautifully targeted this old paradigm and suggested a progressive approach for preparing the kids.