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2023 One Show - IP & Product Design

Forced Packs

Agency Ogilvy Mumbai / India

Client Cadbury Bournvita

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

Junior 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 & Head of Office, Mumbai & Kolkata

Hirol Gandhi

Senior VP

Mayuri Shukla

Senior VP - Strategy

Russell John

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