This Women’s Day, Bournvita reminds women - #DontForgetYourself
Known for rolling out award-winning progressive and iconic advertisements that remain in the minds of consumers, Cadbury Bournvita along with Ogilvy & Mather has come out with a path-breaking and inspiring film to celebrate and surprise the glorious women of today and to remind them – #DontForgetYourself. Hectic schedules, fast-paced lifestyles often result in women missing out on meeting their daily nutritional requirements. At the same time, modern-day women are increasingly becoming more aware of issues surrounding health and wellness.
This insight brought Bournvita for Women to roll out its new campaign #DontForgetYourself. The digital film makes viewers question on how the women who are taking care of the house, their children, husbands; often miss out on paying attention to their own health. The film opens to customers shopping at the supermarket, and as soon as they are about to bill their purchase at the billing counter; they are informed that all their purchase is completely free of cost. Taken by surprise, the cashier directs them to another member who confirms that their purchase is for free. While packing up the bags, they are guided to the back of the supermarket to a lady who begins to have conversations with the customers and enquires on some of the items in their cart. She picks up items individually like yoga mat, olive oil, millet flour etc. and enquires on who these are meant for, about them to which they responded that they were all bought for someone in their family or friends. But when these customers are asked about what they’ve bought for themselves, they are stumped. The manager explains to the shocked customers and introduces her real identity as a nutritionist and calms them down by saying this is a common scenario in most Indian households - women tend to care of everyone but themselves and disregard their own health and nutrition in the course. The ad film ends with the nutritionist making the women promise that going forward, along with others, they will also care for themselves and lead a healthier lifestyle.
Agency: Ogilvy India
Group Chief Creative Officer: Sonal Dabral
Chief Creative Officers: Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak
Creative team: Akshay Seth and Kanika Sethi
Account management: Prakash Nair, Mayuri Shukla, Nikita Agarwal, Pooja Jhawar
Strategy Planning: Russell John and Atreyi Nag
Production house: Corcoise Films
Director: Neha Kaul
Producer: Cyrus Pagdiwala
Director of photography: Arjun Mitra