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Cadbury Bournvita was launched in 1948.
It is among the oldest brands in the Milk Food Drink category with a rich ritage and has always been known to provide the best nutrition for children and aids their growth and all round development.
Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.
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The Journey:
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 MFD market. Given its market share of 17%, Cadbury Bournvita reaches growing
children across hundreds of cities, towns and villages through 3,50,000
outlets in India.
It is a universal truth that mothers attach a lot of emotional importance to nourishment
while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk
more enjoyable.
Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury
Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star. |
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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 mother and child, Cadbury Bournvita today, is about arming kids 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' |
Did you know:
- In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the Indian team
 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 atellite 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. |
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Cadbury India Ltd. |
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