Mondelez India has rolled out a film that for Bournvita Biscuits that has been conceptualised by Ogilvy.
The film shows an interaction between a mother and her son. As she gives him a glass of milk for breakfast, the boy starts thinking of an excuse to miss it. He hints at being kind as he tells his mother to give his breakfast to their dog, who is sitting besides them. As his mother places a pack of Bournvita Biscuits on the table, the boy changes his mind and tells his mother that the dog is fasting on the day, and so he should eat it himself.
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.”
Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers, Ogilvy India, added, “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.”
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