Bournvita has added one to each of its historic slogan “tayyari jeet Ki” for its latest marketing campaign. This campaign deals with another topic: failure. This slogan first appeared in her 1990s. Advertisements are presented in story format. It features her two brothers playing badminton. A duo – a woman and a boy – was defeated. The women return and resume practice, but the boys are frustrated that they left their matches behind.
Akshay Seth
“Our campaign has dealt with failure and the slogan ‘tayyari jeet Ki’ was used in this conversation. I wanted to show that failure is an important part of tayyari (practice) to jeet (victory).
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Seth explains that Bournvita has always been about modern parenting and the organization wants to maintain this theme in all communications created for the brand.
“There is a lot of competition these days, and young people are also in this race.” Young people today can face more failures than successes. The idea basically came from there. It’s paradoxical because failure is an important part of success.
Youth competition is a theme that has been featured in his Bournvita ads in the past. Besides using the tagline “tayyari jeet Ki” in its own context, Bournvita’s ad also included “Andar Ki taakat”.
Seth also says this is a conversation many parents don’t have with their kids. The
360-degree marketing campaign has a short cut and walks around on TV. A longer three-minute version is performed in a digital structure.
Oddly enough, the entire ad doesn’t point to the product itself, nor any indication that the product will help you succeed.
While adults and young people are stuck indoors during the Covid pandemic, Bournvita has launched a campaign to encourage fathers, mothers and children to discuss mental health.
Seth agrees that her parenting style has changed since being recorded. He wanted the coloring to fail because the fuel had to succeed. It turns out that mothers and fathers tend to spoil them while the young are failing. We don’t want to sugar-coat it for young people.
Regarding the visual treatment of thread, Seth says the company deliberately presented two different takes of him to his two children. Faced with the same failure, they deal differently – the woman practices and tries again, while the boy is desperate to quit.
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