MAM
Bournvita’s Mother’s Day campaign crowns mums the OG influencers
Before likes, reels and ring lights came the original algorithm: a mother saying, “You’ll be fine, just try again.”
MUMBAI: Bournvita is turning the influencer conversation on its head this Mother’s Day with #OGInfluencer, a campaign that swaps social media fame for something far older and arguably far more powerful, a mother’s everyday influence. At a time when digital creators shape trends, routines and even shopping carts, the Mondelez-owned brand is steering attention back to the people who shaped children long before followers and filters entered the chat.
Built around Bournvita’s long-standing positioning of “tayyari”, the campaign stretches the idea of preparation beyond height charts and exam timetables, focusing instead on the emotional resilience mothers quietly help build over the years.
The campaign film leans into life’s small but sticky moments rather than grand declarations. A mother waits through cricket practice, cheers from the sidelines at the pool, comforts a child after a difficult exam and helps them regroup after failure. The scenes unfold like memories most households would recognise instantly ordinary on the surface, but foundational underneath.
The emotional hook lies in what the campaign leaves unsaid, influence often begins long before the internet notices.
Mondelez India, vice president of marketing Nitin Saini said the campaign was designed as a tribute to the role mothers play in shaping children “long before the world starts influencing us”. According to him, the idea was to spotlight the encouragement, values and everyday support that leave a lasting imprint.
Ogilvy India group chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha, framed the campaign as both a celebration and a thank-you note. They noted that Bournvita’s decades-long place in Indian homes has been built largely through mothers who made space for the brand in family routines across generations.
The campaign also extends beyond the film itself. Ahead of Mother’s Day, creators across platforms have been sharing personal stories and childhood memories, adding another layer to the central idea that every influencer once had an original one at home.
In an internet age obsessed with viral personalities and overnight fame, Bournvita’s latest campaign makes a quieter argument, the strongest influence rarely trends, but it lasts the longest.
