Cadbury Bournvita: Tayyari Jeet Ki (Getting Ready to Win)

This case study describes a campaign by Bournvita, the malted drink brand, to reverse decline and increase market share in India.

Cadbury Bournvita: Tayyari Jeet Ki (Getting Ready to Win)

Khushnuma Daruwala and Kawal Shoor

Campaign details

Brand owner: MondelezAgency: Ogilvy & Mather Mumbai, IndiaBrand: Cadbury BournvitaCountry: IndiaChannels used: Cinema, Online video, Outdoor, out-of-home, Print – general, unspecified, Radio, TelevisionMedia budget: 5 – 10 million

Executive summary

This is the story of Bournvita, a 60-year-old milk additive brand for children, which salvaged its leadership through a new, empowering parenting style. But before that, despite following the category codes – functional claims, superlative health benefits, victorious children – Bournvita was floundering....

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