Ogilvy & Mather India releases new Cadbury Bournvita Badam Booster campaign as a partner for students in preparation for their exams

India’s favorite malted food drink brand Cadbury Bournvita recently launched a 360-degree integrated marketing campaign, to announce the launch of its new variant, Cadbury Bournvita Badam Booster. The campaign includes a new TVC, as well as extensive outdoor and digital activations, targeting the brand’s core target audience – Mothers. The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of “Tayyari Jeet Ki”, by positioning the new variant to be a partner in preparation for exams.

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Commenting on the launch of Cadbury Bournvita Badam Booster and the concept of the campaign, Amit Shah, Associate Director, Marketing, Gum, Candy & 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 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. 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 starts with a School Principal addressing parents, on the eve of exams. The Principal asks the assembled parents if they remember the marks they secured when they appeared for their standard 9th exams. Most parents do not remember, to which the Principal confesses that she had herself just scored 59% but highlights the fact that she still went on to become their children’s School Principal. The Principal further reinforces that a report card only constitutes of numbers and does not measure a child’s true potential. She concludes by suggesting that parents must focus on their child’s learning and not their marks. The film ends with the campaign tagline of ‘Tayyari Har Exam Ki’, which summarizes the theme of the TVC.

Credits –

Anuj Uppal – Account Executive