Bournvita: Race

Hitesh Patel and Mandar Gore

This case study describes how powered milk drink Bournvita, owned by Mondelez, overcame slowing growth in India by focussing on the importance of good habits for children, targeting mothers.

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...

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