After successfully making space for itself as India's wholesome biscuit brand, Bournvita Biscuits recently rolled out its new proposition, 'More Taakat* To You'.
According to the company Today's parents are on a continuous search for products that can deliver the right amount of functional nutrition for their kids and the much-required vitality to go through the day. The campaign 'More Taakat* To You' showcases this beautifully and the role Bournvita Biscuits can play in fulfilling the nutritional needs of kids who want to constantly challenge themselves and do more.
Speaking about the campaign Sunainika Singh, director – biscuits & bakes, marketing, Mondelez India said, "Since the launch of Bournvita Biscuits in 2016, it has emerged as the preferred morning snack enriched with the wholesome taste of Cadbury Bournvita. However, with changing times, we understand that kids today want to do a lot more and require extra nutrition to keep them going through the day. Addressing this, our new campaign appeals to parents looking for nutritious all-day snacking options, while bringing alive the brand's latest proposition- 'More Taakat* To You'."
Setting the proposition to action, the TVC opens with a conversation between an endearing mother-daughter duo in a car. While the daughter is inquisitive and asks about the surety of iron and calcium in Bournvita Biscuits, the mother gleams with a reassuring smile and continues to drive. The film then rolls to an indoor rock climbing setup wherein the daughter takes a daring leap towards another rock to reach the top only to look back at her mom smiling back. At this very moment, the mother instantly asks if her question is answered, bringing back the focus on the nutritional value of the biscuits.
Ramakrishnan Hariharan executive creative director, Ogilvy India added, "More taakat to you is an expression of support and encouragement. It's like saying 'more power to you' to someone in need of that extra little push. That kind of reassurance, coming from a mother for her child, is rooted in product delivery, and at the same time sets a contemporary tone of voice. Simply put, it's the core product promise that has helped us craft a convincing brand promise. The aim is to forge a connection with young mothers, and more importantly, their go-getter children."
This latest campaign is supported by a high decibel integrated marketing campaign including disruptive outdoor activations, partnerships with leading online platforms, influencer engagement, and strategic engagement on social media channels.
Bournvita Biscuits in its new avatar is available at all online and offline channels and is priced at INR 10 for 46.5gms.
*One serving of Bournvita Biscuits gives 10% of daily iron and calcium as per RDAs for 7-9y recommended by the ICMR, 2020. As per EU Register on Nutrition and Health Claims, 2018, Calcium supports bone formation & Iron supports cognitive function and hemoglobin formation; One Serve is 23g, 23g corresponds to approx. 5 cookies