Bournvita Biscuits, from the Mondelez India stable, has launched a campaign, ‘More Taakat To You’ (more strength to you), to highlight the nutritional benefits of the biscuit. Conceptualised by Ogilvy, the campaign aims to position the biscuit brand as a healthy snacking option.
The film begins with a conversation between a mother and her daughter while driving. The inquisitive daughter, while munching on the biscuit, asks her mother how she knows that the product has iron and calcium in it. Agreeing to the claim, the mother takes her to an indoor rock climbing place. The girl keep moving forward with ease and looks back at her mother from a height. The mother then asks her if she now believes the nutritional properties in the biscuit.
Sunainika Singh, director – biscuits and 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’.”
Ramakrishnan Hariharan, executive creative director, Ogilvy India, said, “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. Aim is to forge a connection with young mothers, and more importantly, their go-getter children.”
The campaign will be rolled out across OOH, digital, influencer marketing and social media.
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