Bournvita on new tack with 'Badam Booster'

Conceptualized by Ogilvy & Mather, the new commercial for the health drink brand urges parents to prepare their children for the trials of life, rather than school grade examinations

BestMediaInfo Bureau | Mumbai | March 8, 2016

Click on the image to watch the TVC.

Cadbury Bournvita, the malted health drink brand, has recently launched an integrated marketing campaign for a new variant of the beverage - the Cadbury Bournvita Badam Booster.

The integrated marketing campaign includes a television commercial (TVC), extensive outdoor and digital activations to target the brand's core audience – mothers. Conceptualized by Ogilvy & Mather, the TVC takes the brand's philosophy of “Tayyari Jeet Ki” (training to win) forward on a new tack - “Tayyari Har Exam Ki” (training for all examinations) – implying that children need to be prepared for more than just good grades in school.

In the commercial, a school Principal addresses parents at a parent- teacher meeting. She begins by saying that the examinations were round the corner, which should be “fun”, inciting nervous laughter from her audience. She then asks some of the assembled parents if they could remember the marks they had secured in the ninth grade in school or even at college. When she draws a blank, the Principal of the school admits to having secured just 59 per cent in the ninth grade, pointing out that she had still managed to become the Principal of the school they sent their children to.

The lady then advises the assembled parents to focus on the learning experience of their children, instead of the grades they scored, for the grades were only numbers that no one would remember in the end. A voice in the backdrop then announces, “aisi hi ek nayi soch ke saath bana he, naya Bournvita Badam Booster, asli badamo ke saath” (just such an insight has inspired the making of the new Bournvita Badam Booster, which is enriched with real almonds). The campaign's tagline, 'Tayyari Har Exam Ki', summarizes the theme of the TVC.

Commenting on the new campaign, Amit Shah, Associate Director, Marketing, Gum, Candy and Powdered Beverages, Mondelez India Foods Private Limited, said, “We are delighted to launch Cadbury Bournvita Badam Booster, which will provide the nutrition of Cadbury Bournvita's pro-health vitamins along with the goodness of real almonds and honey to our consumers.”

“We believe that parents are partners in their child's journey and try to instill in them good habits which help them prepare and meet life's challenges,” he went on to say. “Our latest TVC is inspiring, in an otherwise functional category, reinforcing the importance of the child's overall learning over rote learning to score marks in exams. The TVC interweaves these insights into the Cadbury Bournvita philosophy of 'Tayyari Jeet Ki', along with the unveiling of our new product Cadbury Bournvita Badam Booster.”

Ryan Mendonca, Senior Creative Director, Ogilvy & Mather, added, “Progressive parenting is at the core of Bournvita's advertising. We thought this new variant, Bournvita Badam Booster, could be a vessel to carry an alternative paradigm about exams and education. Truth is that under the pretext of education, real learning has taken a backseat. This film is a gentle reminder about where the focus of education should be. For us, this spot is another chapter in 'Tayyari Jeet Ki'.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Mondelez India

Agency: Ogilvy & Mather

Director: Vishwesh Krishnamurthy

Producer: Kunal Kamra

Creative Director: Ryan Mendonca

Copy Supervisor: Gandhali Karnik

Art Director: Kunal Pardesi

VP Planning: Khushnuma Daruwala

Planning Director: Bhakti Malik

Senior VP, Account Management: Hitesh Patel

Client Services Director: Kamia Wahi

Group Account Manager: Amita Servaia

Account Executive: Anuj Uppal

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