Bournvita Lil Champs launches new campaign 'Badhao Andar Ki Takat'

Bournvita Lil Champs’ has launched a new campaign that encourages the mothers to think beyond height & weight. This refreshed campaign builds on the narrative of ‘Badhao Andar Ki Takat’ with focus on motor skills. Building onto the progressive parenting proposition that has been powering the Bournvita brand for 70 years, the new campaign highlights the necessity of going beyond a child’s cognitive growth and embracing a child’s playtime (indoor and outdoor) vital for their development.

The new brand ambassador of Bournvita Lil champs, Kareena Kapoor Khan, says, "Subconsciously, every parent is concerned about their child’s motor skills. Little do we understand, as how important it is to consciously track this aspect of a child’s growth. Bournvita Lil Champs as a product, has always focused on a child’s mental growth. This time taking the same narrative forward, we are together talking about how to measure the same.”

Inderpreet Singh, Associate Director – Marketing (Gum, Candy and Powdered Beverages), Mondelez India,“Bournvita Lil Champs has always focused on a child’s mental growth since its launch. With the new narrative, we aim to highlight the importance    of motor skills which is all about strength to grow and learn. Parents often teach motor skills to their kids unconsciously, and this is our effort to infuse the concept as a conscious exercise. The goodness of DHA, Protein and Minerals in Bournvita Li’l Champs will only augment this process faster.”

Akshay Seth, Group Creative Director and Kanika Sethi, Creative Director, Ogilvy Mumbai  said, “Indian parents tend to use height as a marker for kids’ growth, causing a lot of anxiety. As a progressive brand, Bournvita Lil Champs wanted to introduce parents to Motor Skills, which is the true measure of growth in toddlers. Through a film that is educative and endearing, we are sure parents will embrace the real definition of growth and thus, the brand.”

Agency Details:

Agency: Ogilvy India

Group Chief Creative Officer: Sonal Dabral

Chief Creative Officers: Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak

Creative team: Akshay Seth and Kanika Sethi

Account management: Prakash Nair, Mayuri Shukla, Nikita Agarwal and Pooja Jhawar

Strategy Planning: Russell John and Atreyi Nag

Production house: Corcoise Films

Director: Neha Kaul

Producer: Cyrus Pagdiwala

Director of Photography: Bijitesh De