We spoke to Amit Shah, associate director, marketing (gum, candy and powdered beverages), Mondelez India about it.
Last year, in an ad for P&G's Ariel, we saw an elderly gentleman apologise to his daughter - who is also a mother to a little kid - for not 'sharing the load' at home. The creative execution in the new 'pre-exam season' commercial by Cadbury Bournvita is similar. An elderly lady (played by actress Swaroop Sampat) apologises to her daughter (now a mom herself) for giving too much importance to exam scores.
The TVC starts with an irritated mother, yelling at a child. She is asking him to redo his homework since exam dates are close by and he is still making silly mistakes. Seeing this, Sampat (the grandmother) apologises to her daughter because during her school days, Sampat would also make the same mistake. She would pressurise the child on the basis of only mark sheets.
He says, "Our latest TVC is inspiring, in an otherwise functional category. It reinforces the importance of the child's overall learning over rote learning to score marks in exams. The TVC interweaves these insights into the Cadbury Bournvita philosophy of "Tayyari Jeet Ki". TVCs in this campaign have been about the role of the mother and Cadbury Bournvita in preparing the child for success in life."
He adds, "This TVC too, is essentially a story of the Mother and Child preparing together for exams. The grandmother's role is that of a vehicle to deliver a message on preparation, just like that of the principal in the Cadbury Bournvita Badam Booster TVC."
He adds, "The obsession with marks is a bad habit that is passed on with every generation. We wanted to challenge this old paradigm and suggest, as Bournvita would, a progressive approach to preparing our kids."
The ad was released on YouTube on January 29 and has got over two million views.