Majority of Indian parents consider any non-academic passion their child might display to be a distraction from scoring perfect marks/grades and believe these should be gotten rid of.

So, before exam time, we set up a pop up store at a popular city mall and launched the Exam Sale, where kids posed as salespeople, selling their own non-academic possessions like guitars, cameras, sneakers, etc.

When curious shoppers inquired, they were shocked and moved to know that the kids were giving these items on sale 'for free', as their parents thought these 'useless things' would distract them from academic pursuits. With the message of #lookbeyondmarks, the idea tugged at the hearts of parents and made them ponder over their own outlook towards kids and marks.

The idea connected with millions of Indians after its video went viral, and #lookbeyondmarks was extended into innovative classified print ads, radio and facebook filters.

The Exam Sale was planned meticulously right before exam time, since this is when Indian parents pressure their kids for perfect scores the most. Given that parents believe non-academic passions are a distraction and should be done away with, we chose to execute the activity at a bustling city mall.

Apart from executing the activity on-ground, its video was widely shared organically on whatsapp across the world. Schools, colleges, PTA groups, recreational groups, parents, spread the #lookbeyondmarks message.

The video was also shared on the brand's social media pages. The idea was extended into innovative interactive classified print ads where kids spoke to readers, selling their possessions, which could be bought by the reader.

We also did radio ads and #lookbeyondmarks facebook filters.

The campaign shocked and moved the country. On whatsapp, it was organically shared by millions across the world. School groups, alumini groups, recreational groups, parents, teachers; all joined the conversation.

On social media, the idea was shared by Bollywood celebrities, industrialists, politicians, schools, principals. People poured out their personal stories and passionately called for a change of mindset.

People even went on to change their twitter handles and facebook profiles to reflect their school marks and share their personal stories. Further, people added the #lookbeyondmarks Facebook filters to their profile pictures to spread the message. Other brands too complimented Bournvita on the initiative through tweets.

The idea even resonated across borders.

Results:

The brand registered its best sales quarter in the past 3 years.

11.1 Million Video Views

240 Million Impressions

75 Million Total Reach

Engagement rate 11% (twice industry average of 5.5%)

Brand's Facebook page visits increased by 110%

The Bournvita Exam Sale compelled a marks/grades-obsessed society to #lookbeyondmarks, by directly engaging parents in a surprising shopping experience.

During school-exams season, malt-based drink Bournvita organised an 'Exam Sale', where a pop-up store was constructed in a city mall. As unaware shoppers walked in, they were shocked to see kids selling 'for free' their own non-academic belongings which they were passionate about. The heart-tugging reason they gave visitors was that Indian parents consider anything non-academic a distraction from studies and not worth their time.

The activity directly engaged hundreds of parents on-ground, sparking sharp, passionate responses on-ground and online.

Our strategy had all to do with timing and topicality. Since March is when the nation is gripped by examination fever and pressures, we chose to organise the Exam Sale in February. Thus touching a raw nerve.

The call to action for the piece was counter-culture in "lookbeyondmarks" and was intended to spread positivity and hope in an otherwise tense season. It urged parents across the nation to relook at their approach towards children and education.

Media wise, the approach was to use-

- Mobile: Since Whatsapp is where various groups - family, school, etc are active and the medium itself is organic.

- Brand's social media: Across facebook, twitter, linkedin and instagram, we used the brand's pages.

- Innovative Classified print ads

- Facebook filters that get people to organically sport and spread the #lookbeyondmarks message on their profile pictures

- Radio

India is known across the globe to produce some of the best doctors, engineers, IT professionals and scientists. But all this has come at a terrible cost. The average Indian parent has become so obsessed with marks/grades and academics, they often end up sacrificing their child’s non-academic interests for it.

So much so, that of the 75 million adolescents in India, 25% suffer from depression. In fact, every hour statistically, one student commits suicide.

Brief: Cadbury Bournvita, a chocolate malt based drink for kids that propagates progressive parenting, decided to use kids to shake up this marks/grades-obsessed society during the onset of exam time.

As such the objectives we set for ourselves were,

(1) Get the audience to view, self-reflect and share the brand message

(2) Build brand love and drive engagement

(3) Build relevance to the brand (tracked as a percentage of sales)