MUMBAI:* Ogilvy Mumbai has created a radio spot ‘I am February’ for Mondelez’s Bournvita Lil Champs’, which will have an adorable little girl’s voice talking to the listeners throughout the month of February.
Ogilvy India – West chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha said, “Bournvita Lil Champs is a special brand with its unique tone and manner, and operates in the world of growing children. When we made the simple yet profound connection that personified February as a shorter child amongst other children, it seemed that the most compelling way to play out February’s story was in the theatre of the mind – radio!”
They added, “Radio is one of the oldest mediums at our disposal as communicators. Yet the potential of this medium remains vast and largely untapped in the haze of so many other mediums. And it turned out to be the perfect medium for February to have her say and make her point.”
Mondelez India associate director – marketing (gum, candy, and powdered beverages) Inderpreet Singh said, “Bournvita believes that every child is gifted and unique. Unfortunately, society measures all children through narrow lenses of marks and medals. In doing so we miss to see and recognise the “real potential” of our children. The latest work from Ogilvy for Bournvita little champions inspires parents to go beyond the narrow societal markers of height gain and weight gain and look for “real markers of growth” in children.”

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Bournvita Lil Champs’
Kainaz Karmakar
Harshad Rajadhyaksha
Inderpreet Singh