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MARKETING

Bournvita Li’l Champs to empower mothers to improve kids’ motor skills
Tuesday, 21 May, 2019, 14 : 00 PM [IST]
Our Bureau, Mumbai
Bournvita Li’l Champs’ new campaign is encouraging the mothers to think beyond height and weight. This refreshed campaign builds on the narrative of Badhao Andar Ki Takat, with focus on motor skills.

Building onto the progressive parenting proposition that has been powering the Bournvita brand for 70 years, the new campaign highlights the necessity of going beyond a child’s cognitive growth and embracing a child’s playtime (indoor and outdoor) vital for their development.

Inderpreet Singh, associate director, marketing (gum, candy and powdered beverages), Mondelez India, said, “Bournvita Li’l Champs has always focussed on a child’s mental growth since its launch. With the new narrative, we aim to highlight the importance of motor skills which is all about strength to grow and learn.”

“Parents often teach motor skills to their kids unconsciously, and this is our effort to infuse the concept as a conscious exercise. The goodness of DHA, protein and minerals in Bournvita Li’l Champs will only augment this process faster,” he added.

Bollywood actor Kareena Kapoor Khan, the new brand ambassador of Bournvita Li’l Champs, said, “Subconsciously, every parent is concerned about their child’s motor skills. Little do we understand, as how important it is to consciously track this aspect of a child’s growth.”

“Bournvita Li’l Champs, as a product, has always focussed on a child’s mental growth. This time taking the same narrative forward, we are together talking about how to measure the same,” she added.

With Badhao Andar Ki Taakat as its new tagline, the new TVC showcases a mother and a concerned grandmother asking the doctor, played by Kapoor Khan, about the child’s growth.

She then shows them how a child’s growth can be measured based on their ability to perform motor skills.

The ad educates its viewers on motor skills and how it helps measure a child’s physical growth and mental development.

Akshay Seth, group creative director, and Kanika Sethi, creative director, Ogilvy Mumbai, said, “Indian parents tend to use height as a marker for kids’ growth, causing a lot of anxiety.”

“As a progressive brand, Bournvita Li’l Champs wanted to introduce parents to motor skills, which is the true measure of growth in toddlers. Through a film that is educative and endearing, we are sure parents will embrace the real definition of growth and thus, the brand,” they added.

With stronger and more compelling features, the new Bournvita Li’l champs is in line with company’s ideas of progressive parenting and aims at making motor skills a true marker of a child’s growth.
 
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