The 360-degree integrated marketing campaign reinforces the brand’s philosophy of ‘tayyari jeet ki’, by positioning the new variant to be a partner in preparation for exams.
Commenting the campaign strategy, Amit Shah, Associate Director, Marketing, gum, candy and powdered beverages, Mondelez India Foods, said, “We are delighted to launch Cadbury Bournvita Badam Booster which will provide the nutrition of Cadbury Bournvita’s pro-health vitamins along with goodness of real almonds and honey to our consumers. We believe that parents are partners in their child’s journey and try to instill in them good habits which help them prepare and meet life’s challenges.”
“Our latest TVC is inspiring, in an otherwise functional category, reinforcing the importance of the child’s overall learning over rote learning to score marks in exams. The TVC interweaves these insights into the Cadbury Bournvita philosophy of “tayyari jeet ki” along with the unveiling of our new product Cadbury Bournvita Badam Booster.” added Shah.
Bournvita Badam Booster – Tayyari Har Exam Ki
The commercial, a school Principal addresses parents at a parent- teacher meeting. She begins by saying that the examinations were round the corner, which should be “fun”, inciting nervous laughter from her audience. She then asks some of the assembled parents if they could remember the marks they had secured in the ninth grade in school or even at college. When she draws a blank, the Principal of the school admits to having secured just 59 per cent in the ninth grade, pointing out that she had still managed to become the Principal of the school they sent their children to.
The lady then advises the assembled parents to focus on the learning experience of their children, instead of the grades they scored, for the grades were only numbers that no one would remember in the end. A voice in the backdrop then announces, “aisi hi ek nayi soch ke saath bana he, naya Bournvita Badam Booster, asli badamo ke saath” (just such an insight has inspired the making of the new Bournvita Badam Booster, which is enriched with real almonds). The campaign’s tagline, ‘Tayyari Har Exam Ki’, summarizes the theme of the TVC.
Cadbury Bournvita Lil Champs – Kya Aap Jaante Hain
Bournvita has been following the brand philosophy of addressing the mother’s concern to get the right balance of nutrition for their children. For the product, Bournvita Li’l Champs which caters to children from 2-5-years of age, the brand launched ‘Kya Aap Jaante Hain’ campaign with celebrity actress Kajol. The actress was seen identifying with the need of parents to provide their children with adequate nutrition as well as physical and mental stimulation to develop their young minds.
Cadbury has helped millions of mothers by providing essential nutrients for their which might otherwise be lacking in the average Indian daily diet. In the new campaign, Kajol communicates the relevant message in a fun and engaging manner.
Expert Take
“In a world where it is all about scoring and little about real learning, this ad is a refreshing parallel take, that too coming from the character of an academician. New age parents are highly involved in their children’s progress & the ad is a positive reminder of values that matter. I liked the casting of the protagonist as also the setting. Story of Bournvita well told. However, the Badam story did not come across strongly. Sort of underwhelming in just that part,” expressed Ashwini Deshpande, Founder, Director & Practice Head, Elephant Design.
