‘Tayyari Jeet Ki’ (English: ‘Preparing To Win’) is a 360-degree advertizing campaign aiming to raise awareness of childrens’ mental and emotional health issues in India.
Lunched in 2022 by Cadbury, a subsidiary of Mondelez International, ‘Tayyari Jeet Ki’ is primarily a video-led advertizing campaign to raise awareness of children’s mental health issues, and to promote the sale of Cadbury Bournvita, a brand of chocolate malt drinks produced by Cadbury in India. Having first been used to promote Cadbury Bournvita in the 1990s, the campaign’s slogan, ‘Tayyari Jeet Ki’, was re-purposed in 2022 to raise awareness about different mental health concepts, particularly the impact failure can have on children.
Through a video ad and other digital assets, ‘Tayyari Jeet Ki’ emphasizes the importance of supporting children as they learn from such failure, and encourages parents (particularly mothers) to play a supporting role in helping their children overcome life’s challenges. The primary ad, titled “The Boy Who Failed”, follows the story of a boy who loses confidence after failing in a competitive badminton match, and his mother’s subsequent efforts to restore his confidence.
The Boy Who Failed – Commerical length TV ad (45 seconds)
As Bournvita is marketed as a nutritional drink for children, ‘Tayyari Jeet Ki’ content largely focuses on child sports, exercise and nutrition. ‘Tayyari Jeet Ki’ follows similar campaigns from Cadbury Bournvita, including its recent “Get The Message” campaign, which encouraged parents to have conversations with their children in regards to their mental and emotional health during the COVID-19 pandemic. In addition to its digital assets, ‘Tayyari Jeet Ki’ will also utilize out of home advertizing (OOH), including disruptive outdoor activities and activation source.
The campaign’s website, www.tayyarijeetki.in, extends the campaign’s messaging, and provides a range of digital resources to support parents in promoting their child’s mental and emotional well-being.
The website is divided into five primary parenting topics: mental health, physical health, nutritional health, education, and failure lessons. Each section includes relevant short articles and videos providing advice and tips to parents. The website also features a “Resources section’ containing a free parenting e-book (which also serves as the websites primary call-to-action button) and several downloadable infographics.
Use of social media and influencer marketing
The campaign currently uses two social media hashtags: #TayyariJeetKi and #LearnFromFailure. Both hashtags are regularly used in campaign content posted through Cadbury Bournvita YouTube, Facebook, Twitter and Instagram social media accounts.
‘Tayyari Jeet Ki’ also syndicates its advertizing videos on social media through a number of prominent Indian athletes, including cricketer Dinesh Karthik, badminton player Saaina Nehwa, tennis player Sania Mirza, squash player Anahat Singh, boxer Ashish Kumar Chaudhary, and more. In such posts, the athletes share their inspirational stories, and discuss how failure played an important part of their journey in becoming a successful athlete.
With over 20 international titles, it might seem that I have a winning streak. But all the credit goes to my failures.They made me who I am today. Here's a @BournvitaIndia film that helps you understand how to look at failure & deal with it. #LearnFromFailure#TayyariJeetKi#adpic.twitter.com/ZhqZs3ZtRV
“There’s so much fierce competition these days, and children are in that race too. In today’s day and age, kids are likely to face a lot more failure, before they taste success. Essentially, that’s where the thought came from. Failure is paradoxical, because it’s an important ingredient for success. Our campaign deals with failure and the tagline ‘Tayyari Jeet Ki’ played into that conversation. We wanted to show that failure is a key part of the ‘tayyari’ (preparation) for a person’s ‘jeet’ (victory).”
Akshay Seth, Ogilvy India Executive Creative Director and Copywriter [Source: www.afaqs.com]
Implementation and funding
‘Tayyari Jeet Ki’ was funded and implemented by Cadbury (as part of the Cadbury Bournvita brand), a subsidiary of Mondelez International. The campaign was designed and developed by Ogilvy India, an integrated communications agency in India.
Video examples
The Boy Who Failed – Short film version 1 (3:52 minutes)
How to make it easy and safe for your child to return to school – Parenting advice video via www.tayyarijeetki.in
The Boy Who Failed – Short film version 2 (2:17 minutes)
Get The Message – Previous Bournvita campaign example
Collateral examples
Social media post image example1
Social media post image example3
Social media post image example2
Nutrition infographic example – Full version available at: www.tayyarijeetki.in.
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