Bournvita’s New Ad Shines with Mary Kom and Son, Emphasizes Strength

In a refreshing update to Bournvita's iconic “Tayyari Jeet Ki” campaign, the brand has taken a bold step by featuring a celebrity athlete—and not just any celebrity, but Olympic medalist Mary Kom along with her son, Khupneivar Kom. Traditionally, Bournvita ads portray everyday mothers and their children, emphasizing life lessons around values like perseverance, hard work, and the habit of winning through sports. This campaign, crafted by Ogilvy, remains authentic yet impactful, reminding audiences that strength is an asset to be earned, not simply passed down through legacy.

The 45-second ad, already a YouTube hit with over 5.9 million views, centers on a poignant message: strength isn’t inherited just because one’s parent has achieved greatness; it’s something each individual must build on their own. In the ad, we see Mary Kom and her son casually discussing the origins of strength, underscoring the idea that “legacy doesn’t build strength; strength builds a legacy.” For Bournvita, this campaign marks the first time a famous face has been featured in a mother-child narrative, and yet, the aim wasn’t to elevate the story through celebrity status but to keep it relatable. Mary Kom doesn’t discuss her accomplishments but rather focuses on imparting wisdom that’s true to Bournvita’s brand values.

For years, Bournvita’s campaigns have spotlighted values like failure, perseverance, and the drive to overcome challenges. The creative process behind each ad involves close collaboration between the brand, the agency’s planning team, and consumer research to determine which themes resonate most. This balance of inspiration with relatability keeps Bournvita’s messaging close to everyday experiences, as the brand continually seeks to inspire parents and children alike.

One challenge of this campaign was ensuring that Mary Kom’s presence didn’t overshadow the message. The script focused on an authentic mother-son conversation, inspired by real exchanges mothers have with their children about self-determination and hard work. Research revealed that mothers often remind their children that while their own accomplishments are admirable, these don’t automatically translate into success for their children. A similar sentiment flows through the Mary Kom ad, where strength is emphasized as something each individual must cultivate.

As for Bournvita’s campaign calendar, the brand aligns its messaging with key occasions and consumer insights. Unlike other Mondelez brands, such as Cadbury Dairy Milk or Silk with seasonal ads around Valentine’s Day or Diwali, Bournvita’s campaigns are divided between brand-building and business objectives. Last year’s "Forced Packs" campaign aimed to boost brand love, while recent campaigns, like one promoting Vitamin D awareness, focus on specific business goals. This year’s collaboration with Mary Kom underscores a continued effort to connect with audiences meaningfully, balancing inspiration with relevance.