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Cadbury Bournville takes the “unwind time” positioning

Mondelez India has reintroduced Cadbury Bournville and has launched a new campaign conceptualised by Ogilvy & Mather

BestMediaInfo Bureau | Mumbai | January 5, 2016

Cadbury-Bournville Click on the image to watch the TVC.

In today’s times people often miss out on connecting with themselves and hence the intrinsic desire and craving to slow down and savouring the moment. To remind a busy executive or a homemaker to take out time for unwinding, Mondelez India has reintroduced Cadbury Bournville and has launched a new campaign conceptualised by Ogilvy & Mather.

Whether you unwind with soulful music or transcend to a different era with a classic novel, the new Cadbury Bournville is your perfect unwind partner. The 50% Dark Cadbury Bournville comes in a refreshed packaging and a revamped avatar to deliver decadence in every bite.

“We realize the importance of an individual’s unwind time and we want people to celebrate this end of day routine and reward themselves. By introducing Cadbury Bournville as the perfect unwind partner, we hope to enhance this experience for our consumers. We are confident that the rich and irresistible taste of the Cadbury Bournville will heighten your senses and the lingering after-taste will leave you craving for more wind down moments,” said Prashant Peres, Director – Marketing (Chocolates), Mondelez India.

With a structured aim at targeting the Cadbury Bournville’s core target audience (25 - 35 years, urban affluent), the relaunch is supported by a TVC, extensive sampling, outdoor advertising and digital engagements. The creative agency for this campaign is Ogilvy & Mather, while the digital & media agency is Pinnacle (Madison).

The TVC shows a man immersed in his Bournville at the end of what we can assume was a long day, and everything around him, the whole Earth in fact, conspire to create that perfect dark chocolate moment. It is a metaphorical translation of what we want people to associate with.

Neville Shah Neville Shah

Neville Shah, Group Creative Director, Ogilvy, said, “Bournville needed an uplift, a shake of brand philosophy. It needed to become a part of the consumer's behaviour. Being a dark chocolate, it makes for a great solo consumption story. One that can slow things down, give someone their own ‘me-time’ when it’s most needed – at the end of the day. And that's exactly what the film aims to depict – after a long day, getting a few moments to yourself when you shut the world out with the sheer intense taste of Cadbury Bournville.”

Shah added, “Dark Chocolate is still a nascent category and we believe that the current positioning will help us establish the end of the day occasion which will eventually lead into developing the Dark Chocolate category in India.”

The TVC:



Agency: Ogilvy & Mather

Creative team: Neville Shah, Ashish Naik, Siddhartha Menon

Account management: Prakash Nair, Pradnya Hattangadi, Smita Padmanabhan, Shruti Paranjpe

Account Planning: Ganapathy Balagopalan, Jasmeeta Agarwal, Shriya Sengupta

Production House: Fingerprint Films

Director: Razneesh Ghai (Razy)

Producer: Madhukar Kotian

Director of Photography: Ben Jasper

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