As kids, we used to have a debate between various malted drinks like Bournvita, Complan, Milo, etc. For me, the choice was always clear. Never a day went without a hot glass of Bournvita milk in my growing up years. It definitely made my mother happy seeing an empty milk glass! What caught my eye and made me more attracted to the brand in the first place was the freebies like mugs and bottles that came along with it, the Bournvita Quiz contest hosted by Derek O’ Brien and the Bournvita general knowledge books.
Cadbury began its journey in India in 1948. The same year, it went on to launch Cadbury Bournvita malted drink in the country. Over the years, the brand has maintained its position in a highly competitive market due to its creative marketing strategies, attractive taglines like “Tan Ki Shakti Mann Ki Shakti” and engaging campaigns like “Tayyari Jeet Ki”.
In today’s increasingly competitive world children aren’t just expected to do better, but also do more. Keeping this in mind, the brand launched its Tayyari Jeet Ki campaign. This philosophy resonated strongly with me during my board exams. Most of the Bournvita ads launched as part of this campaign had progressive parenting as the central theme. The belongingness that the brand creates in the minds of its customers through its advertisements is phenomenal. It gives a motivational message of how a glass of Bournvita milk can prepare a child to win in life.
Ever since its launch, the brand has focussed on its target audience- kids and mothers. It adapts itself from time to time through varying flavours and product range- be it Bournvita Lil champs for kids under the age group of 2-5 or Bournvita for women under the age group of 30-40.
Recently it came up with a 6-second immunity clip “Fight Infections With Immunity”. The video showcased how Bournvita’s nutritional health benefits help build immunity.