Cadbury Bournvita 'Forced Packs'

An experiential/ecommerce/packaging idea that opened the nation's eyes towards showing #FaithNotForce for the careers & future of its kids.

In India, 82% of parents decide what careers their kids should choose, often forcing them to pick one against their natural potential. Careers like doctors, engineers or lawyers, which not every kid is born to be. Causing lifelong unhappiness in kids and a potential lost forever.

Cadbury Bournvita is a milk-based drink for kids which generations have grown up on. The brand has always propagated progressive parenting and wanted to nudge the nation against this shocking practice. So on Children's Day, the brand decided to something shocking.

It forced its iconic Bournvita Jar, found in every Indian household, to be something it wasn't meant to be: a glass cleaner, a face cream, a toilet cleaner, an egg carton, an oil can, a tissue box, a ketchup bottle and a soap box.

Parents could buy these odd-shaped Bournvita through select StarBazaar stores (Tesco) and through a direct-to-consumer brand website as a pledge to show #FaithNotForce in their kids' abilities.

Awards:
One Show 2023: 1 FINALIST & 10 SHORTLISTS ONE SHOW

MADSTARS: 3 FINALISTS

KYOORIUS: 3 BABY ELEPHANTS

Results:

2 Forced Packs sold was bought every 3 mins, 24 pledges/hour during campaign launch.

180 million+ Media Impressions

9 million+ Earned Media

Forced Packs became a lesson in schools.

37 million Reach

Sales grew 15% over last year, in a degrowing category