This Children's Day, Bournvita "forced packs” wants parents to stop pushing their ambitions onto our children

The iconic Bournvita Jar, which can be found in every home, was changed by the brand in an unprecedented move. It caused the jars to become things they weren't meant to be, such as cooking oil bottles, toilet cleaner jars, egg boxes, tissue paper boxes, glass cleaner bottles, ketchup bottles, and soap boxes. These jars have Bournvita powder inside of them, however they don't appear to be Bournvita Jars.

To help them draw a comparison to situations where children are also forced to follow a prefixed path that may work for others but may not be true to each child's individual potential, the intention is to shock consumers when they reach out for the iconic Bournvita jar at grocery store aisles and online at the direct-to-consumer website and notice these strange looking packs.

The campaign's director of marketing for GCBM at Mondelez India, Vikasdeep Katyal, said: "Over the past seven decades, Cadbury Bournvita has effectively developed a strong relationship with parents by meeting their nutritional needs. We came to the realisation that parents needed to be encouraged to relieve the strain of forcing the same job choices on their children even if society continued to perceive career opportunities with a narrow spectrum. Our initiative is based on the straightforward tenet of not underestimating a child's true potential, and we are certain that the packaging's creativity will draw parents' attention to the campaign and the #FaithNotForce promise on www.thebournvitastore.in. We truly hope to get assistance in our efforts to inculcate religion and recognise each child's individuality.

Harshad Rajadhyaksha and Kainaz Karmakar, who led the team that developed and implemented it commented “Before we could start working on this project, a lot of testing had to be done. Our creative team, Akshay Seth and Chinmay Raut, as well as the bigger Bournvita team at Ogilvy, have worked tirelessly from conception to completion.” It has been a thrilling adventure from the conception of the idea through the planning of the campaign ecology, designing the packs, and creating the e-commerce page. The reactions it sparked in others around us provided all the evidence we required that we had discovered a truth that needed to be shared.

Forced Packs is an intervention; to stop pushing our ambitions onto our children.”