afaqs!

Effies 2008: Show us your talent, says Bournvita

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | November 21, 2008
O&M created the Bournvita Confidence Academy, so that kids could hone their unique talents

The & #BANNER1 & # case studies shortlisted for Effies 2008 were presented yesterday at the Welingkar Institute, Matunga in Mumbai. From the 30 case studies that were shortlisted for the final presentation, the winners will be announced on November 26.

O&M was shortlisted for Cadbury Bournvita - How Bournvita let children be differently capable and differently successful, in the consumer products and integrated marketing campaign category. The presentation was made by Kabir Arora, the young boy who features the TVC as the dancer. He explained how it was difficult being a kid today - what with parental pressures, comparisons with other children and the unfulfilled aspirations of parents being passed on to their children.

Due to the growing competition, most parents want children to excel at academics alone, without paying attention to the child's other talents. Since everyone cannot top in academics, the result is that children end up losing confidence.

Team Ogilvy & Mather felt that children needed to be confident of what they could do. And the Bournvita Confidence Academy (BCA) was created, where children with unique talents stayed together, and their individual talents were showcased. This was an occasion where children excelled in a special thing and their confidence grew. A special Bournvita Quiz contest was held and a confidence champion was selected.

The results made all at Cadbury very happy. O&M claims that brand association with confident kids grew amongst mother and kids and top of mind recall was the highest for Bournvita in the category of health drinks. It also says that the BCA online activity was a success.

Effies 2008 is organised by Ad Club, Mumbai, and is based on the effectiveness of advertising campaigns. The event has been sponsored by Yahoo India, Marico, Vodafone and Brand Equity.