Mumbai: Cadbury Bournvita has launched a new campaign film, titled "Faith, Not Force," with a strong reminder for society to recognise and nurture every child’s individual potential.

Conceptulised by Ogilvy Mumbai, the campaign is a movement that aims to enlighten parents to take notice of their children’s true talent instead of forcing them into preset career moulds. It is supported by a high-decibel 360-degree marketing campaign, including print activations, partnerships with leading social media platforms, and influencer engagement.

As a society, we’ve always dictated what our kids’ futures should be. Even though we have their best interests at heart, we force our kids towards a particular profession, often ignoring their natural inclination and talent.

And to demonstrate this in a manner that registers and drives the point home, the brand has decided to do something audacious. It transformed the iconic Bournvita Jar, found in every household, and forced the jars to become something they weren’t destined to be—a toilet cleaner jar, an egg box, a tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle. These jars contain Bournvita powder inside them but don’t look like the Bournvita jars they were meant to be.

The intent is to shock consumers when they reach out for the iconic Bournvita jar at shopping aisles and our direct-to-consumer website and notice these strange-looking packs, to help them draw a parallel to situations when children are also forced to follow a predetermined path that may work for others but may not be true to the child’s individual potential.

The Bournvita Forced Packs are available at select Star Bazaar outlets as well as online. By bringing these jars home and sharing their pledge, parents can demonstrate that they, too, are opposed to forcing children and support "FaithNotForce."

For the launch, Cadbury Bournvita has partnered with Star Bazaar to feature the shocking avatar of jars in select stores and capture shoppers’ reactions in real-time.

Commenting on the campaign, Mondelez India GCBM director of marketing Vikasdeep Katyal said, "Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on nutritional needs. While society continues to view career options as having a narrow range, we recognised the need to encourage parents to relieve themselves of the burden of passing on the same career choices to their children. Our idea is built on the simple premise of not overlooking a child’s true potential, and we are confident that the innovation in terms of the packaging will help parents take notice of the campaign along with the "FaithNotForce" pledge on www.thebournvitastore.in. We sincerely hope to gain support in our attempt towards instilling faith and celebrating every child’s uniqueness."

Speaking on the thought-provoking campaign, Ogilvy India chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “It took a long time and many test runs before we could get this project to the floor. Right from idea to execution, our creative team, Akshay Seth and Chinmay Raut, and the larger Bournvita team at Ogilvy have spared no effort. From the birth of the idea to planning the campaign ecosystem, designing the packs and e-commerce page, it has been an exciting journey. When people around saw the idea, the emotions it evoked was all the proof we needed, that we’ve hit upon a truth that needs to be told. Forced packs is an intervention; to stop pushing our ambitions onto our children.”