Debrief: Bournvita Li’l Champs: Going after moms

29 Jan,2013

By Anil Thakraney


Makers of Bournvita, for their kiddies’ milk supplement called Li’l Champs, have roped in actress Kajol. While I am viscerally opposed to the use of celebs in advertising, in this particular case, Kajol works. Because, one, she is the mother of a young child, and two, she acts the part very well.


The positioning is that Bournvita Li’l Champs is the choice of intelligent mothers, and therefore the focus is on the mom rather than the child, so there’s no pester power in this one. This strategy makes sense, as the lady of the house is most likely to be the decision-maker of this product (feminists please excuse!). The ad features Kajol conducting a whole lot of research to be able to deal with the thousands of questions her little lad regularly fires at her. And this, while struggling with the daily household chores. The VO says Bournvita Li’l Champs has the goods to improve your child’s brain power. In passing, there is a hurried mention of a special ingredient called ‘DHA’. (I say this claim needs to be verified by ASCI!)


This is an ad that will work, even if it isn’t creatively brilliant. And that’s because it’s based on a good consumer insight: Today’s moms find themselves under as much pressure as their kids, not just because we live in extremely competitive times, but also because often the lady herself doesn’t know the answers. And, to appease my feminist readers, the ad would have worked equally nicely with Shri Ajay Devgn (his spelling, not mine). In fact, I suspect he would have struggled harder with the academic questions. 🙂


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Rating: (On a scale of 1-5): 3. Good insight, moms will connect


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One response to “Debrief: Bournvita Li’l Champs: Going after moms”

  1. Sanj says:

    Ha… Ha… Satisfying reasoning for self and to sell the creative idea to client. I bet it won’t work or drive sales for the brand. The BIG idea on product is completely missed.

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