Bournvita no more exists in its original form! Yess, coz it's #FaithNotForce

Cadbury Bournvita, the malted beverages brand, released a new marketing campaign which has garnered special attention throughout the globe. The campaign is titled ‘faith not force’.

A movement that aims to enlighten parents to take notice of their children’s true talent instead of forcing them into preset career molds. The company has decided to do something bold in order to make its point heard and understood. It took the Bournvita jar and turned it into something it wasn't meant to be; a toilet cleaner jar, an egg box, tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle.

The company stated that their intention was to shock the customer when they visit their website and notice these strange looking packs. This might allow them to draw a parallel to a situation where children are driven into following a path which may have worked for others but is not fit for their individual talents.

This has lot of people talking on social media which not only works in favor of the brand but also puts forward important issue which our society faces in a unique and powerful way. For quite some time, Bournvita as a brand has been trying to push a different narrative towards the audience. With last year’s campaign ‘Get the Message’ the brand tried to educate the audience about the importance of discussing ‘mental health’ issues among children.?