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

Khushnuma Daruwala and Kawal Shoor

Campaign details

Brand owner: Mondelez
Agency: Ogilvy & Mather Mumbai, India
Brand: Cadbury Bournvita
Country: India
Channels used: Cinema, Online video, Outdoor, out-of-home, Print – general, unspecified, Radio, Television
Media 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. It had been steadily losing market share for the previous few years.

Bournvita approached mothers to understand the disconnect and in the process stumbled upon a new parenting nugget, and a new strain of mother: a new-age mum who was inspired neither by all the liberal parenting champions, nor by Amy Chua! With this new mother as the inspiration, Bournvita redefined its role and communication idea to inspire millions of Indian mums.