Bournvita sticks to mom’s role in success, forays into category as the ‘morning biscuit’

Cadbury has rolled out the launch campaign for Bournvita Biscuits. The beverage concentrate brand made its foray into biscuits recently.

 

The film has been conceptualised by Ogilvy & Mather.

 

The film opens with a lady waking up to an alarm. She gets off bed while her son and daughter are still asleep. She gets ready, and leaves the house before sunrise with a pack of the biscuits. She reaches a hall, where the previous night’s seating and décor have not yet been cleared. She starts removing the makeshift furniture and carpets. Meanwhile, the children are woken up and they get ready. The preparations at the auditorium continue on a parallel. The children get to the auditorium and greet their mother. The hall has been transformed – it is the venue where the children practice gymnastics. The voice over says 'Har subah yeh teh karti hain ki kal kaun jeetega. Aisi har subah ke liye Bournvita biscuits, subah ka biscuit' (Every morning, she decides who will win tomorrow. For every such morning, there's Bournvita biscuits, the morning biscuit).

 

The film was published on Cadbury's YouTube channel on 3 June 2016.

 

In a statement from Mondelez India Foods, Chella Pandyan, associate director – marketing, biscuits (India) and kids fuel (Apac), said, “The morning snacking occasion has a huge opportunity for a product that brings together taste and nutrition. With Bournvita biscuits, we have extended presence into the ‘cookies’ category. The objective of the TVC was to position Bournvita biscuits as a purposive morning snack that has the pro-health vitamins nutrients and signature taste of Bournvita. We wanted to tell a story that is rooted in the Bournvita ‘Tayaari jeet ki’ philosophy. The story highlights the importance of ‘mornings’ in preparation and showcases the effort of moms to make mornings count for more.”

 

Ryan Mendonca, senior creative director, Ogilvy & Mather, India, said, “Mornings have a very special place when it comes to practice and preparation. This spot is one such story of a mother who understands this, and is willing to stretch herself for her children. In many ways, this is the story of our mothers. Mothers who sacrificed their sleep so that we could live our dreams.”

 

The TVC is part of an integrated marketing campaign.