After establishing itself as ‘Subah ka biscuit’ and a healthy partner to milk, Bournvita Biscuits is now taking this journey one step further by fostering progressive parenting, which has always been at the core of Bournvita’s communication.
Packed with ProHealth Vitamins and rich in the signature chocolaty taste, the latest campaign, ‘No More Excuses’, stems from real-life insights when children resort to creative excuses to avoid eating anything that could be healthy.
Sudhanshu Nagpal, Head, Biscuits Category, Mondelez India, said, “Since its launch in 2016, Bournvita Biscuits has provided an effective choice of delicious snacking enriched with the wholesome goodness of Bournvita, the drink Indian consumers have trusted for decades. The latest campaign on Bournvita Biscuits appeals to all progressive mothers, who believe in collaborative parenting. Since mornings are always hustled, leaving barely any time for kids to consume the right foods, Bournvita Biscuits will help moms provide the right start to their day giving them ‘no more excuse’ to skip the morning snack.”
The TVC conceptualised by Ogilvy India begins with a mother bringing in a glass of milk to her son just before he leaves for school. To avoid this, the boy instantly comes up with a creative excuse. His mother, clearly familiar with her son’s antics, quickly reveals a plate with his favourite Bournvita Biscuits. Upon seeing this, the boy realises what he has bartered away and immediately fixes the situation with another inventive excuse. As he grabs and relishes the yummy Bournvita Biscuits with a glass of milk, the mother is pleased that her son has started off his day with a healthy and delicious snack.
“The campaign plays on the insight that kids are most innovative when they want to get out of something. One of the things all kids want to escape is a boring breakfast. The film is simple, relevant, charming and brings this insight to life,” said Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India.
Agency: Ogilvy India, Mumbai
Creative Team: Harshad Rajadhyaksha, Kainaz Karmakar, Akshay Seth and Kanika Sethi
Planning Team: Amritraj Thakur and Shweta Korgaonkar
Account Management: Prakash Nair, Beenu Kurup, Trupti Dave and Sagar Gupta
Production House: Breathless Films
Director (film): Vinil Mathew
Producer: Swadha Kulkarni
Director of photography: Hugo Prats