The radio is a first-person narrative in the voice of a little girl. Intriguingly, the voice introduces itself as the voice of the shortest month of the year, February. The month starts talking about all its achievements, all the happenings that have taken place historically in the month of February.

Towards the end of the radio, the voice reveals the message that even the smallest, shortest of things have the power to change the world. And that real growth is defined by what we do.

When it comes to their kids, Indian parents still judge growth strictly with traditional markers like height. This uni-dimensional viewpoint towards growth often leads to a lot of anxiety amongst parents. To add to their state, competitive brands play on this through advertising, feeding fear to them.

Bournvita being a brand that always propagates a progressive outlook towards parenting, chose to take a counter-view. We personified the shortest month of the year, February, gave it a voice that spoke of all the world-changing historic events that have taken place in this month. Thus assuring the parents about what really matters in a child's growth, is what the child can achieve, and not how tall he or she is.

February – Radio spot

Little 5-6 year-old girl’s VO:

“Hi. I am February.

I am different from my friends like March, June, August and December.

I am a little shorter than everyone.

But I can do everything all of them can do. Sometimes even more.

Did you see me put up the nation of Japan on the world map long, long ago?

And in 2011, I was the one who ended the mighty revolution in Egypt.

You know, New Delhi is India’s capital, because I made it so one day.

I don’t know if you saw me jump in to end the first Gulf War.

Wait…I have to tell you more…

I made Galileo and Dickens and Edison and Lincoln for you.

I broke open Nelson Mandela’s prison bars after 27 long years.

I am also responsible for your Valentine’s Day!

Every year, it is I who starts pushing the cold away, so that spring can come and warm you up.

I am February.

And I am telling you all this because just like me, do not let your child being short or tall worry you.

Real growth is about what we can do.

Bournvita Little Champs!

A drink for growing children.

Be like February”