MUMBAI: Bournvita Lil Champs with its new campaign is encouraging mothers to think beyond height & weight and focus on motor skills for the child’s development. This refreshed campaign builds on the narrative of ‘Badhao Andar Ki Takat’. The campaign has been created by Ogilvy Mumbai.

Building on to the progressive parenting proposition that has been powering the Bournvita brand for 70 years, the new campaign highlights the necessity of going beyond a child’s cognitive growth and embracing a child’s playtime (indoor and outdoor) vital for their development.

Mondelez India associate director – marketing (gum, candy and powdered beverages) Inderpreet Singh said, “Bournvita Lil Champs has always focused on a child’s mental growth since its launch. With the new narrative, we aim to highlight the importance    of motor skills which is all about strength to grow and learn. Parents often teach motor skills to their kids unconsciously, and this is our effort to infuse the concept as a conscious exercise. The goodness of DHA, Protein and Minerals in Bournvita Li’l Champs will only augment this process faster.”

Ogilvy Mumbai group creative director Akshay Seth  and creative director Kanika Sethi said, “Indian parents tend to use height as a marker for kids’ growth, causing a lot of anxiety. As a progressive brand, Bournvita Lil Champs wanted to introduce parents to Motor Skills, which is the true measure of growth in toddlers. Through a film that is educative and endearing, we are sure parents will embrace the real definition of growth and thus, the brand.”

The new brand ambassador of Bournvita Lil champs, Kareena Kapoor Khan, says, “Subconsciously, every parent is concerned about their child’s motor skills. Little do we understand, as how important it is to consciously track this aspect of a child’s growth. Bournvita Lil Champs as a product, has always focused on a child’s mental growth. This time taking the same narrative forward, we are together talking about how to measure the same.”