Ad Campaigns
Cadbury Bournvita unveils a short film ‘The Boy Who Failed’ in its latest campaign ‘Tayyari Jeet Ki’
Mumbai: Mondelez India’s nutrition brand Cadbury Bournvita has rolled out a four-minute short film, “The Boy Who Failed,” introducing a perspective shift on failure under its campaign “Tayyari Jeet Ki.”
The latest film emphasises the role of failure in today’s hyper-competitive world in making one stronger and more resilient than before. It brings alive the simple yet ironic life truth that failure is the biggest teacher on the path to success, and hence the need to perceive it accordingly. Thus, conveying the message of normalising failure and encouraging kids to learn from it and bounce back stronger for another step towards their “Tayyari Jeet Ki.”
As an extension of this campaign, Cadbury Bournvita has partnered with the Indian athletes who almost made it to the winning podium, despite the loss, emerging as nothing less than champions. Amid a bunch of success stories and medal tallies, the brand will be welcoming and supporting athletes Anahat Singh, Hima Das, and Ashish Kumar Chaudhary, who’ve gained more than a medal—an unforgettable experience and tonnes of learning to win their next game. The brand will be leveraging OOH advertising to celebrate their fighting spirit in the most special way.
The players will also use their social media handles to share their inspiring stories and game learning, emphasising the message of rising above failures. This will be backed by some inspiring content on dealing with failure on Cadbury Bournvita’s “Tayyari Jeet Ki” (tayyarijeetki.in) parenting website.
Commenting on the campaign, Mondelez India vice president-marketing Anil Viswanathan said, “In today’s hyper-competitive world, even the smallest of failures can impact children physically, mentally, and emotionally. In such an environment, it becomes imperative for parents to help children realise their true potential and help them embrace failure gracefully while encouraging them to learn from it.”
Although failure has always been portrayed in a negative light, this film allowed us to emphasise the importance of the right “Tayyari” and to shift perspective towards how people view failures and disappointments. To emphasise the message further, we have associated with Indian athletes who will help inspire children to deal with failure and emerge stronger for their future endeavours,” he added.
Conceptualised by Ogilvy India executive creative director Akshay Seth and group creative director Chinmay Raut added, “As a brand, we wish to change the perspective on failure that we as a country have, in the most inspiring and authentic manner. In the wake of the recent sporting events, while the country applauded the winners, we wanted to reach out and inspire the Indian athletes who, despite their best, didn’t make it to the podium. Because failing is fine, not fighting back is not. And we’re sure our champions will do exactly that with the nation’s support.”
Commenting on the campaign, Wavemaker India chief client office and office head-west Shekhar Banerjee said, “No one can personify our message better than athletes. All of us, as parents and kids, have something to learn from them: the spirit of never giving up. Even when they don’t win, they leave us hopeful. They teach us to fail gracefully and come back even harder. Big thanks to the athletes for supporting us in this cause.”
This latest campaign is supported by a high-decibel 360-degree marketing campaign including disruptive outdoor activations, partnerships with leading social media platforms and influencer engagement. Additionally, the brand has launched a parenting website (www.tayyarijeetki.in) that will host inspiring stories about the players in addition to anchoring progressive and holistic conversations on parenting for kids during their formative years.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
