Campaign details

Brand: Bournvita Badaam Booster
Brand owner: Mondelez
Lead agency: Ogilvy & Mather
Country: India
Industries: Milk & dairy drinks
Media channels: Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Radio, Television
Budget: Up to 500k

Executive summary

Bournvita has been a milk food and drink market leader in the north-west of India, while Horlicks has reigned over the south-east market of India. Over the last few years, with an increased saturation in the south-east market, competitors including Horlicks, Complan and Pediasure increased their efforts in the north-west. Their efforts were slowly starting to pay off and it was not surprising that Horlicks and Pediasure grew more than Bournvita in the same period. A closer look at the situation revealed that the competition was steadily growing through value added premium variants and utilising the relevant occasion of exam time.