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Category
Physical Product / In-Market
Annual ID
OS23_IP019M
About the Work
In India, 82% of parents decide what careers their kids should choose, often forcing them to pick a career against their natural potential. Careers like Doctors & engineers that not every kid is born to do, leading to long-term unhappiness in kids and a potential lost forever.
Cadbury Bournvita, a milk based drink on which generations of kids have grown up, that has always propagated progressive parenting, wanted to show how wrong this inter-generational problem is.
To nudge the society against this shocking practice of force, the brand decided to do something shocking. It forced its iconic Bournvita Jar found in every Indian household, to be something it wasn’t meant to be- A Toilet Cleaner, A Glass Cleaner, A soap box, An egg carton, A Tissue box, Cooking Oil, A Ketchup bottle, A Face cream box.
The Forced Packs had Bournvita inside them but didn’t resemble what they were meant to be, each pack carrying the message:
‘These Bournvita Packs were forced to be something they are not meant to be. Like millions of kids who are forced against their natural potential.’
These packs were available in modern trade outlets as well as online on the brand’s DTC website- www.thebournvitastore.in where people bought the packs and also pledged to show #FaithNotForce
The campaign instantly created a stir, becoming the trending topic across the country and became amongst the most forwarded campaigns of the year. The Forced Packs become a nation’s symbol of Faith, with people buying them online and in stores.
From parents, to teachers, schools, to CEOs of other companies, influencers, to the voice of the common public, everyone poured out their own personal stories of force and championed the cause.
More importantly, the campaign became a part of PTA meetings and discussions in schools and made the nation stand up for showing faith in their kids.
Results:
1 pack sold every 3 mins, 24 pledges per hour during campaign week.
Impressions 180 million & counting
Reach 37 million & counting
Earned PR 7 million & counting
Brand Conversation generated so far: 6,54,000.
Campaign has become a part of PTA meetings.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Mumbai / India
Client / Brand
Mondelez / Mumbai
Production Company
Qench / Mumbai
Vanilla Films / Mumbai
Media Distribution Company
Wavemaker / Mumbai
Art Director
Chinmay Raut
Copywriter
Akshay Seth
Creative Director
Akshay Seth
Chinmay Raut
Executive Creative Director
Akshay Seth
Group Creative Director
Chinmay Raut
Account Supervisor
Apoorva Gupta
Account Management Lead
Nikita Agarwal
Associate President, Mumbai
Maninder Bali
Chief Creative Officer, India
Kainaz Karmakar
Harshad Rajadhyaksha
Sukesh Nayak
Deputy Chief Strategy Officer
Ganapathy Balagopalan
Jr Visualiser
Yash Narvekar
Media Agency - Wavemaker India
Shekhar Banerjee
Naina Shewakramani
Harsh Desireddy
Rachana Mhetre
Rohan Shrivardhankar
Chintan Thakker
Apeksha Dhuri
Shivani Kamal
Dhara Shah
Tanya Chakraborty
Planning director
Shiksha Singh
President and Head of Office, Mumbai and Kolkata
Hirol Gandhi
Senior VP
Mayuri Shukla
Senior VP- Strategy
Russell John
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