Bournvita has always stood by the philosophy of tough love.

 

Moving past how mothers have been portrayed as perennially doting in advertising, Bournvita has instead chosen to shine a light on those mothers that lead by example, those who understand that the world is a tough place to be in, and you need to be tough to deal with it.

 

For the launch of their biscuit variant, we stayed true to this partnership, by sharing the story of a mom who knows just why she sacrifices her hard earned sleep.

In India, many small towns lack the proper infrastructure for sports and training. The centers where kids train can often double up as rentable spaces for marriages and other such social functions on off days.

 

This story follows a mom who won’t let a small thing like leftover decorations (and then some) come in the way of her children’s training.