Cadbury Bournvita has rolled out a campaign for Mother's Day, '#OGInfluencer', highlighting mothers as the original influencers who guide, nurture, and train children, predating social media.

Conceptualised by Ogilvy, the campaign consists of an ad film that honours mothers as the true, strongest influence in life.

The film opens on a young boy scrolling through Facebook, with a voiceover noting how everyone follows influencers before revealing the one who truly matters, his mother, whose care is entirely focused on him. It then moves through everyday moments: a mother pushing her daughter through practice and another encouraging her son after a disappointing exam, highlighting how mothers recognise strengths and guide with quiet confidence. It depicts a mother standing by her daughter at her cricket practice and another supporting her child through her swimming laps. Intercut with visuals of children drinking Bournvita, the film reinforces their role in shaping both physical and emotional growth, before closing with the tribute: ‘Life Ke Tayyar Karne Wali #OGInfluencer Ko Salam’, positioning mothers as the original influencers.

What we think about it: The film delivers a warm, relatable narrative that effectively positions mothers as the most authentic and enduring influencers through everyday, emotionally grounded moments. Its simplicity works in its favour, making the message both accessible and impactful while aligning seamlessly with the brand’s role in nurturing growth.

The film went live on Instagram on 1 May.