The social cause/message objective
It is said, Children are 30% of our population and 100% of our future. INDIAN PSYCHIATRIC SOCIETY states at any given point of time, nearly 50 million Indian children suffer from mental health issues. In India, Mental illness is considered a taboo and openness is often downplayed or hidden fearing societal pressure or ridicule. Cadbury Bournvita, India's favorite malted food drink and a legacy nutrition brand, has always been known as a brand that places progressive parenting at its core. Being a leader in a category that is highly under-penetrated the task at hand for the...