Cadbury Bournvita Li’l Champs, a nutritional drink for children aged 2 to 5 years, has adopted new packaging and launched an integrated campaign. The campaign will include multiple TVCs conceptualised by Ogilvy & Mather India.
The first two TVCs feature Bollywood actor Kajol. She plays the mother of a young child. Speaking to the camera, Kajol gets across the message that 90 per cent of the brain’s development happens before the age of five years. A playful exchange with the child ensues, after which the nutritional benefit claims are made.
A second commercial communicates the same message but with the child lip-syncing Kajol’s dialogue and vice versa.
Amit Shah, associate director, marketing – beverages, candy and gum, Mondelez India Foods, said, "The focus of this new campaign remains in addressing a mother's concern to get the right balance of nutrition for her child. Being a young mother herself, Kajol identifies with the need for parents to provide their children with adequate nutrition as well as physical and mental stimulation to develop their young minds. Cadbury Bournvita Li’l Champs has helped millions of mothers by providing essential nutrients for their 2-5-year-old children which might otherwise be lacking in the average Indian daily diet. In the new campaign, mother of two children, Kajol communicates this relevant message in a fun and engaging manner, which should resonate with young moms.”
Ryan Mendonca, creative director, Ogilvy & Mather, said, “Not a lot of people know that 90 per cent of a child's brain develops by the age of 5. We wanted to use Kajol in an interesting manner that would create traction and help land this message. Loosely inspired by the Dubsmash series, this campaign aims to educate mothers about the opportunity available before their kids turn five.”
As part of the campaign, short films will be created for the digital platform. The brand will also launch a dubsmash contest for social media-savvy moms and kids.