Bournvita: Race
Hitesh Patel and Mandar Gore
Campaign details
Brand owner: Cadbury IndiaLead agency: Ogilvy & MatherBrand: BournvitaCountry: IndiaIndustry Non-alcoholic, soft drinksChannels used: Social media, Sponsorship - media, TelevisionMedia budget: 5 - 10 million
Executive summary
This case study describes how powered milk drink Bournvita overcame slowing growth in India by pivoting on the importance of good habits.
The problem was not that Bournvita was not growing: the problem was it was not growing fast enough; the long tail of infrequent users had slowed its pace, placing...