STORYBOARD: BOURNVITAAgency: O&MCategory: Beverages

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The film opens on Prachura P, a

chess champion, playing chess

while sipping Bournvita.

The next moment Manasi Limaye, a

skating champion, arrives and takes

the sipper.

Without taking his eyes off the sipper

Karuna Krishna, a magician, gets it

by magic.

Our little magician is unable to enjoy

the drink as Nitin Bawa, a riding

champion, snatches it from him.

Cut to the shot of Siddharth D, a

paraglider, landing and grabbing

away the sipper from our riding

champion.

Unfortunately for the paraglider the

sipper gets dropped and lands

straight in front of our chess

champion.

VO: “Confidence champions ko

chahiye tan aur man ki shakti

joBournvita se milti hai. Ab

naye packmein.”

The ad ends on our little champions

asking, “kya tum mein hai Bournvita

confidence?”

 

OURNVITA advertisement on chandamama

This ad is for cadbourys bournvita the then famous drink with a chocolate flavor. Kids used to eat it raw and it sort of

shrinks in the mouth like a chocolate.. It reads

Brought up right bournvita bright

Bright in studies...

Bright in sports

Richly blended with milk,malt and sugar,the cocoa in Bournvita provides that 'extra' nourishment your

child needs.To ensure sturdy,healthy growth!...And children just love its cocoa flavour!

Bournvita builds a big future for your child.Make sure he's brought up right,Bournvita bright.

Nourishing Bournvita contains cocoa to make a delicious health drink.

Carbury's Bournvita for strength and vigour-and taste

Top 20 most watched ads in January 2012Cadbury Bournvita tops 20 most watched ads list

   Edition: March 18, 2012

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STORYBOARD: BOURNVITAAgency: Category: Beverages

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The shot of a group of kids

engrossed in a game of basketball.

A bell announces a recess...

...and split for a drink of water. The 

boys lineup and wait impatiently for

their turn.

One of them looks on and extracts

bottle of water.

He gulps down the chilled water and

gives the a triumphant stare.

As the other kids look on enviously,

he tucks it back into his shorts and

walks off.

MVO: "Bournvita. Ab har 500 gm

Bournvita ke saath, ek hip hanger

free. Jaldi keejiye."

STORYBOARD: BOURNVITA 5 STAR MAGICAgency: NACategory: Confections | Snacks | Foods

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The film opens on four kids who in

the middle of the night sneak out of

their homes to go to a stadium.

Getting inside...

...the control room, they switch on

the stadium lights and focus it on

their apartment. Work done, they get

back to their homes.

One of them awakes his mother

telling her it’s morning and demands

Bournvita 5 Star Magic.

She gets up to make the drink for

him and in the process notices the

darkness outside. Coming out in the

balcony...

...she sees the stadium lights

focused on their apartment. As the

other kids, too, come out with their

shocked mothers...

...the VO plays, “Ab 5 Star

taste mein tan aur man ki shakti.

Bournvita 5 Star Magic.” As the VO

concludes, “Itna tasty,” the kids

confirm, “Karenge kuch bhi.”

STORYBOARD: BOURNVITA LI'L CHAMPSAgency: Ogilvy IndiaCategory: Beverages

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The TVC opens with a man pulling a

little boy's cheeks.

The man sits on the breakfast table

& asks his mom to bring Parantha

with extra butter for him.

Another man enters the room & sees

the child on the breakfast table. He

also pulls the kid's cheeks and sits

down.

The boy asks them, "Do you know

Hindi"?

Both reply by saying, "Yes". The kid

also replies that he knows the

language too. Both men are

shocked.

In the next shot a woman enters &

gives the milk jug to her son.

VO: "aapke jaane se pehle, bache

bann jaenge smart. Bournvita Li'l

champs. Khaas 2-5 saal ke bacho ke

liye."

 

Cadbury Bournvita hopes to make Sania-like Li’l Champs

by BHATNATURALLY  on MARCH 20, 2009 · 5 COMMENTS

Smart extension this – Bournvita getting into the young children segment. Cadbury Bournvita Li’l Champs, a nutrition supplement ‘for 2 to 5 year olds ‘with the goodness of natural ingredients and the power of 20 scientific nutrients. It contains DHA, which is vital for brain and vision development in the formative years of a child’. The campaign features Sania Mirza as the brand ambassador and urges moms to see her in their kids; the sub-brand ‘Li’l Champs’ reflects that (when they could have called it Bournvita Junior).I liked the way Sania has been used in the TVC – a literal manifestation of her as ‘your kid’. Unlike the expected ‘Wanna be like me? Drink this!’ kind of approach. As the father of a 3-year old, the idea of a specialist drink for that age appeals to me (not that I am a big fan of Sania). The target audience would have grown up with Bournvita and would have a positive equity towards the brand. At Rs.90 for 200g and Rs.175 for 500g it’s appeal would be restricted to upper middle class and above. The packaging is interesting – akin to a building block. Will it strengthen the Bournvita franchise?

STORYBOARD: CADBURY BOURNVITA LI'L CHAMPSAgency: O&MCategory: Beverages

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The film opens with a woman getting

Sania Mirza ready for school.

Sania, a naughty girl, runs all around

the house.

“Beta, tum kuch bhool rahi ho,” says

the woman handing her a tennis

racket.

“Mom, aap bhi kuch bhool rahe ho,”

replies Sania.

The woman gives her a glass of

Bournvita.

Cut to a shot of a little girl with a

tennis racket gulping it down.

VO: “Sania Mirza jaise champion ko

agar aap dekhti hain apne bachche

mein...

...toh usey deejiye ek sahi

shuruwaatBournvita Li’l

Champs se...”

The ad ends on the woman waving

at her little daughter as she goes to

school.

STORYBOARD: CADBURY BOURNVITAAgency: Category: Beverages

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A girl hops off the school bus and

addresses the camera, "Yeh Pinky

jab bhi school bus mein aati hai na,

sabse full!...

...Meri class uske classroom se bhi

door hai. To bhi mujhe window seat

milti hai. Mummy to kahe yeh

Bournvita ka kamaal hai...

...Hoga!" she shrugs nonchalantly.

"Main Bournvita peeti hoon...

...kyonki woh bahut tasty hai!" As

she

skips along, she spots her mother...

...at a distance and runs towards her

in leaps and bounds. MVO: "Naya

Cadbury Bournvita...

...Poshan bhi swaad bhi." Super:

'Sabhi kuchh to hai ismein.' Product

window.

STORYBOARD: CADBURY BOURNVITAAgency: Category: Beverages

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A little boy about to join his friends

for a game, stops short as his

mother calls out to him to finish his

homework. He reluctantly...

...retires to his study. His mother

makes him a hot drink of Bournvita

and adds, "Life mein ek balance

hona chahiye."

MVO: "Ab naye Cadbury Bournvita

mein hai rozana zaroori 100% RDA

poshan aur manchaha chocolatey

swaad."

Cut to a department store, the

woman is seen making some

necessary purchases.

Meanwhile, the boy finds that his

mother has left behind her purse.

He snaps into action and sprints to

the store with the same...

...and finds her rummaging in the

handbag for her wallet, "Mummy, aaj

homework aap karna aur paise main

deta hoon."

MVO: "Naya Cadbury Bournvita.

Aapke bacche ko de ek naya

balance. Poshan bhi swaad bhi."

Super: 'Sabhi kuch to hai ismein.'

 

Here is the almost everyones favourite drink in India (atleast once upon a time...)

Bournvita

Bournvita 1983

 

 

Another bournvita Ad....

 

This one is still on top of my list of nice hot drinks on a cold rainy evening....

Jackie da is here again.....

 

Bournvita Li’l Champs

Ogilvy and Mather

A mother envisions Sania Mirza in her little daughter as she gets her ready for school. As the girl steps out of the house, she tells mom she is forgetting something. The mother gives her Bournvita Li’l Champs to drink. The voice-over: ‘Rahein ek kadam aage’ (Stay a step ahead).

Cadbury Takes New Bournvita Campaign to Social Media8 Comment(s) Cadbury Nigeria has taken its recently launched brand campaign for the new look Bournvita to social media. The new campaign christened The New Bourn Identity is a play on the American block-buster movie “The Bourne Identity” and is already creating buzz on Facebook and Google. The execution shows the popular chocolate drink reshaped and reborn in an exciting, elegant and reliable handy jar.

The Facebook version of the ad is already being seen as one of the best animated designs so far. It displays the

Bournvita jar on the spotlight with camera flickers coming from the skycrappers on the Lagos Island.

In April 2011, Kraft Foods SA, the parent company of Cadbury Nigeria invested N8 billion in a new Bournvita manufacturing facility in Lagos. This is part of the company’s investment, capability and capacity technology which has seen it commit 750 million rand in the company’s Port Elizabeth chocolate manufacturing plant.

The company also announced its return to profit in 2010 full-year results. The result seen shows that the company’s sales rose by 14 percent to N29 billion in 2010, from N26 billion in 2009; while profit after tax returned to positive ground of N1.17 billion from a loss position of N1.24 billion in 2009.

Brand Update : Bournvita Drifts in its PositioningBournvita is one of the major players in the Rs 4000 crore Indian Health Drink market. The brand has a market share of around 15% according to Business Standard. The brand has been a darling for kids who liked the chocolate flavored drinks.

Cadbury has been nurturing the brand well focusing on kids and their affinity towards good taste. The brand got initial traction in the market by focusing on the chocolate taste. It further reinforced the taste factor by associating with its fellow brand  5 Star.Later the brand went for a laddering exercise and brought in the concept of confidence. The positioning worked really well for the brand since confidence was a very important attribute as far as kids ( and parents) are concerned. The brand backed the laddering up with the creation of Bournvita Confidence Academy and followed it up with a media blitzkrieg.

2011 saw a marked difference in the positioning of Bournvita. The brand began drifting away from confidence based positioning. Early 2011 saw the brand professing the concept of " Prepare to Win " proposition. The brand adopted the tagline " Tayari Jeet Ki " meaning - Preparing to Win.The ads were beautifully made and explained the concept beautifully. 

Watch the ad here : Bournvita Judo Ad.

Besides the change in positioning, the brand's primary audience ( protagonist) also changed. Rather than focusing on Kids, the brand directly began addressing the Mother. Kids began to play the supporting role in the advertisement. The brand began to move into the way of Horlicks and Complan where the principal character in the campaigns are mothers and not kids.

Now in late 2011, the brand made another significant change in the positioning . The brand discarded every thing it did in the past and began talking like Horlicks. In the recent campaign, the brand began talking about calcium and the script of the ad is almost the copy of Horlicks' ad. More over the brand has now the tagline " Badhaye Doodh Ki Shakthi " which is strikingly the same as the latest Horlicks campaign.

Watch the ad here : Bournvita Calcium

And compare it with Horlicks ad here

I have never seen anybody asking questions like " Calcium ke liye kya karthe ho ? " , Vitamin C ke liye kya karthe ho ??? It looks totally out of synch with the characters in the TVC.

Am not sure whether it is sheer coincidence or a competitive move. What ever it is both the brands will suffer because of the same talk. More importantly Bournvita will suffer the most because it ditched its earlier positioning in favor of the Milk based positioning.

Another interesting factor is that in the ad , there is no character representing the user ie kids. It is one of those rare occasions where Bournvita ads are without kids. 

The absence of kids in the ads and focus on ingredients mark a major shift in the marketing strategy of Bournvita. By talking in the same language of the market leader Horlicks, the brand is trying to directly attack Horlicks which commands more than 50% of the market hoping to expand its base. But this move is at the expense of the positioning of Bournvita. 

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