STORYBOARD: BOURNVITA Agency: O&M Category: Beverages Previous | Next 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?”
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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?
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.