Bournvita Forced Packs: An outdated Idea?
Bournvita Forced Packs: A campaign focuses on a little outdated idea of forcing career choices on children. The campaign is getting lot of appreciation and praise in popular media (as expected). But does it really make sense?
The new campaign from Bournvita suggests – It’s time to stop forcing kids. It’s time to show #FaithNotForce
Bournvita, a market leader in nutritional health drink category, has a unique shaped Jar, which is very much recognizable like a Coca Cola bottle. The brand changed the packaging in different shapes similar to a soap bar / toilet cleaner / and egg packs. Curious shoppers were surprised to see their favorite brands in such a different way. The idea of the campaign was to sensitize parents about forcing kids to specific career choices. Well, gone are the days, when career of a kid was decided at the birth.
#FaithNotForce — Bournvita tries hard to remind the society to recognize and nurture every child’s individual potential. Campaign was released on Children’s Day to educate parents so they would recognize the true talents of their children. Campaign shows kids may become a dancer or a sport person, other than the traditional career.
Looks like the advertising team has not heard of hugely popular Dance India dance or India Got Talent shows. In fact, in last ten years, there is a visible change in parents’ mindsets toward such options. One can see any reality show (including kids) where you can spot the best talent out there. Well, i guess becoming an engineer is relatively easier in today’s world compared to get an entry in a dance / singing reality show. Dancing tutors far outnumber the coaching classes in many cities.
The campaign video has garnered about 7.1 million views on YouTube suggesting it is doing well on social media.
However, the most liked comment at the top raises a different question.
I feel the campaign is inspired from one of the most popular movies in India, 3 idiots (premiered in 2009), which portrays the same idea in 2.5+ hours. May be time to revisit the movie again.