In India, academic pressure is one of the leading causes of stress and anxiety among children — often stemming from parents’ overemphasis on marks. Bournvita Exam Sale was a bold initiative aimed at challenging this mindset, reminding parents that a child’s overall development goes far beyond report cards.
I conceived the core idea and collaborated with my writer on the scripting, presentation, and execution of the campaign. The concept was brought to life through a thought-provoking film that used the metaphor of a "sale on kids" to highlight how society often reduces children to their grades.
The campaign struck an emotional chord with parents nationwide and sparked meaningful conversations around redefining success for the next generation.