Mumbai: Mondelez India’s nutrition brand Cadbury Bournvita has rolled out a four-minute short film, "The Boy Who Failed," introducing a perspective shift on failure under its campaign "Tayyari Jeet Ki."
The latest film emphasises the role of failure in today’s hyper-competitive world in making one stronger and more resilient than before. It brings alive the simple yet ironic life truth that failure is the biggest teacher on the path to success, and hence the need to perceive it accordingly. Thus, conveying the message of normalising failure and encouraging kids to learn from it and bounce back stronger for another step towards their "Tayyari Jeet Ki."
As an extension of this campaign, Cadbury Bournvita has partnered with the Indian athletes who almost made it to the winning podium, despite the loss, emerging as nothing less than champions. Amid a bunch of success stories and medal tallies, the brand will be welcoming and supporting athletes Anahat Singh, Hima Das, and Ashish Kumar Chaudhary, who’ve gained more than a medal—an unforgettable experience and tonnes of learning to win their next game. The brand will be leveraging OOH advertising to celebrate their fighting spirit in the most special way.
The players will also use their social media handles to share their inspiring stories and game learning, emphasising the message of rising above failures. This will be backed by some inspiring content on dealing with failure on Cadbury Bournvita’s "Tayyari Jeet Ki" (tayyarijeetki.in) parenting website.
Commenting on the campaign, Mondelez India vice president-marketing Anil Viswanathan said, "In today’s hyper-competitive world, even the smallest of failures can impact children physically, mentally, and emotionally. In such an environment, it becomes imperative for parents to help children realise their true potential and help them embrace failure gracefully while encouraging them to learn from it."
Although failure has always been portrayed in a negative light, this film allowed us to emphasise the importance of the right "Tayyari" and to shift perspective towards how people view failures and disappointments. To emphasise the message further, we have associated with Indian athletes who will help inspire children to deal with failure and emerge stronger for their future endeavours," he added.
Conceptualised by Ogilvy India executive creative director Akshay Seth and group creative director Chinmay Raut added, "As a brand, we wish to change the perspective on failure that we as a country have, in the most inspiring and authentic manner. In the wake of the recent sporting events, while the country applauded the winners, we wanted to reach out and inspire the Indian athletes who, despite their best, didn’t make it to the podium. Because failing is fine, not fighting back is not. And we’re sure our champions will do exactly that with the nation’s support."
Commenting on the campaign, Wavemaker India chief client office and office head-west Shekhar Banerjee said, "No one can personify our message better than athletes. All of us, as parents and kids, have something to learn from them: the spirit of never giving up. Even when they don't win, they leave us hopeful. They teach us to fail gracefully and come back even harder. Big thanks to the athletes for supporting us in this cause."
This latest campaign is supported by a high-decibel 360-degree marketing campaign including disruptive outdoor activations, partnerships with leading social media platforms and influencer engagement. Additionally, the brand has launched a parenting website (www.tayyarijeetki.in) that will host inspiring stories about the players in addition to anchoring progressive and holistic conversations on parenting for kids during their formative years.
