Bournvita has launched its new Mother’s Day campaign, #OGInfluencer, celebrating mothers as the earliest and most lasting influence in a child’s life.
Built around the insight that long before social media creators and digital platforms became part of daily life, mothers shaped values, resilience and confidence through everyday experiences, the campaign brings focus back to parenting’s quieter moments.
At the centre of the initiative is a digital film capturing scenes of mothers supporting children through activities, setbacks and milestones — from waiting at cricket practice and cheering at swimming lessons to helping children recover from failure and disappointment.
The campaign builds on Bournvita’s long-standing positioning around “tayyari”, extending the idea beyond physical preparedness to emotional resilience and confidence-building.
Speaking about the campaign, Nitin Saini, Vice President, Marketing, Mondelez India, said, “For generations, Bournvita has partnered with mothers in their child’s growth journey. With the #OGInfluencer campaign, we wanted to celebrate the role mothers play in shaping who we become long before the world starts influencing us. Their encouragement, values and everyday support leave a lasting impact, and this campaign is a tribute to that influence.”
As part of the campaign rollout, creators across platforms are also sharing stories and memories about the mothers who influenced their journeys before the rise of social media culture.
Kainaz Karmakar & Harshad Rajadhyaksha, Group CCOs, Ogilvy India said, “Bournvita as a brand would not have enjoyed the status it does, if Indian mothers across decades would not have made place for it in their homes and hearts. So, when our Sr. ECD, Akshay Seth, wrote this gem as an ode from Bournvita, acknowledging all mothers as the first, the strongest, the OG ‘influencers’ of their children, we knew the message would hit home for Mother’s Day. The rest of the magic in this beautiful film came from Bob, our film director. The film has so many relatable characters that so much of our audience will love and identify with.”
Through #OGInfluencer, the brand continues its association with parenting narratives, positioning mothers as central to a child’s emotional and personal development.
