| Cadbury
Bournvita advertising has moved with the
times to reflect the changing needs of
the consumers.
During the '70s the communication centered
on 'Good upbringing' and Bournvita became
an essential building block for childhood.
"Goodness that grows with you"
was the campaign idea that communicated
this thought.
In the 80's the focus shifted from
'Upbringing' to 'Intelligence' with
the more aggressive "Brought up
right, Bournvita bright" campaign,
which was very successful during its
time.
In the early '90s all brands in the
category provided purely physical benefits
like nourishment, energy and growth.
It was at this time that Bournvita decided
to raise the bar by promising physical
and mental benefits. This resulted in
the famous Tan Ki Shakti, Man Ki Shakti
Campaign which became an anthem for
the brand.
In the new millennium, keeping pace
with the evolving mindsets of the new
age consumers, Cadbury Bournvita is
about arming consumers with Confidence
to take on physical and mental challenges
that nobody else can, resulting in one
of the most successful advertising campaigns
which is based on 'Real Achievers who
have grown up on Bournvita'. |
The
brand has been an enduring symbol
of mental and physical health
ever since it was launched in
1948. It is hardly surprising
then, that Bournvita enjoys a
major presence in the Malt Food
market. Given its market share
of 17%, Cadbury Bournvita reaches
across hundreds of cities, towns
and villages through 3,50,000
outlets in India.
The
Cadbury Bournvita Quiz Contest, which
started airing on April 12th 1972,
is India's longest running national
school quiz contest. Starting out
as a contest held in cities, and then
on radio, the contest currently has
been running for over 10 years on
satellite television. It has over
500 episodes to its credit, and today
the contest directly reaches more
than 11,25,000 students, in 4000 schools
across 66 cities and 7 countries -
UAE, Kuwait, Qatar, Oman, Bahrain,
Nepal and India.
