Campaign headlined with ‘The Boy Who Failed’ short film
Cadbury Bournvita, Mondelez India’s nutrition brand, has unveiled a four-minute short film titled, ‘The Boy Who Failed’ as part of their ‘Tayyari Jeet Ki’ campaign.
The short film showcases a family of three, a mother and her son and daughter, who return from a district-level badminton competition. The young son returns home dejected and filled with rage after evidently losing in the tournament and even though his elder sister tries to persuade him to come and practise the following day, the young boy keeps to himself and remains in his room. The mother takes the daughter for practice and the young boy looks at his mother and daughter practising and slowly regains the confidence to pick up his racquet once again. The film ends with the young boy once again returning to the court and having the courage to accept his failure and learn from it. The film ends with the message that ‘there is a big difference between failing and accepting one is failure.’ The film talks about how failure is one of the most important teachers on the path to success and how one must not give up due to failure but learn from it and keep moving on.
The campaign will see Cadbury Bournvita also rope in athletes such as Hima Das, Ashish Kumar Chaudhary and Anahat Singh and will be showcasing their ‘fighting spirit’ in their upcoming adverts. The athletes will also use their social media handles to share inspiring stories about overcoming failure and learning from it, as part of the campaign.
The short film has been conceptualised by Ogilvy India and Wavemaker India.
Anil Viswanathan, Vice President – Marketing, Mondelez India, commented,
“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 failures gracefully while encouraging them to learn from them. Although failure has always been portrayed in a negative light, this film allowed us to emphasise the importance of right ‘Tayyari’ and to shift our perspective toward 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.”
Akshay Seth, Executive Creative Director and Chinmay Raut, Group Creative Director, Ogilvy India, said,
“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.”
Shekhar Banerjee, Chief Client Officer and Office Head – West, Wavemaker India, stated,
“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.”
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