Bournvita has launched its latest campaign, Taakat se Hoti Hai Tayyari Jeet Ki, positioning strength as the key to success. The brand draws on its legacy of promoting nutrition and resilience to underline the idea that champions are made through consistent effort, preparation, and inner resolve.
The campaign features Olympian Mary Kom alongside her son, Khupneivar Kom, symbolising the role parents play in shaping their children’s ability to face life’s challenges. Through this lens, the campaign extends Bournvita’s message to encourage progressive parenting, where physical and emotional strength are nurtured together.
According to Bournvita, two cups of its product provide 50% of a child’s daily Vitamin D, Iron, and Zinc requirements. The campaign attempts to balance this scientific proposition with emotional storytelling, aiming to resonate with parents questioning whether their children are equipped to handle the rigours of today’s fast-paced world.
“We’ve always believed that the real essence of strength goes beyond physical capability. It’s about resilience, grit, and the unwavering will to succeed. Through this campaign, we wanted to emphasize that strength is not just inherited—it is built through the right guidance, values, and relentless preparation, qualities that Bournvita has always stood for. Mary Kom and her son Khupneivar Kom, beautifully bring this philosophy alive. This journey perfectly aligns with our brand’s mission to inspire children and parents alike to embrace this path of growth and development,” Nitin Saini, Vice President, Marketing, Mondelez India, said.
While the campaign reiterates Bournvita’s claim of enabling children to unlock their potential, it also highlights an ongoing challenge: balancing emotional narratives with the practical realities of nutritional efficacy. Whether the campaign’s narrative will drive a deeper connection with consumers remains to be seen, but it certainly aligns with the brand’s history of blending health and resilience messaging.
“I deeply resonate with the message of the film, as an athlete and as a mother. My own story is testimony to the fact that you have to build strength and persevere to be someone. Not your mother’s achievements but your own strength is your true identity which you have to build- a value my kids have grown up on and which every mother wants their child to inculcate.”Mary Kom, Indian Olympic Boxer, said.
“Bournvita has always propagated progressive parenting. This time, the ask was to also communicate the core need for strength. For this to land in a truly impactful fashion, it required a strong, relevant context. Hence the idea of getting Mary Kom and her son Khupneivar Kom onboard and giving strength a unique dimension. The key was to not treat this as a typical celebrity endorsement but rather like a morning conversation that Mary would have had with her son. Like a Bournvita mom, teaching her son about the value of putting in the strength, the hard work and that strength is built, not something you are born with. That legacy doesn’t build strength, strength builds legacy,” Harshad Rajadhyaksha, Chief Creative Officer , Ogilvy India said.