After launching a range of Bournvita biscuits, as an extension of their Bournivta brand, Mondelez India has rolled out their advertising campaign for the biscuits conceptualised and executed by Oglivy & Mather.
Launched across India in May, the Bournvita biscuits were targeted at the middle market priced at Rs.10 and Rs.25 for varying pack sizes.
Commenting on the new products, the Mondelez India managing director, Chandramouli Venkatesan had said “we evaluated that mornings are a big consumption occasion for biscuits and Bournvita is already a strong brand in the country. So we put the two together to launch Bournvita Biscuits, which give Mondelez great access to the biggest consumption occasion for the category.”
In line with their push to make Bournivta biscuits a ‘morning biscuit’, the ad features a mother waking up before dawn to set up some equipment for her children. On her way out of the house, she grabs a pack of Bournvita biscuits:
The ad concludes saying “Every morning, she decides who will win tomorrow. For every such morning, there’s Bournvita biscuits, the morning biscuit…” in line with Bourvita’s ‘tayaari jeet ki’ philosophy’.
Subsequently, the associate director of Mondelez India Foods, Chella Pandyan commented “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.”
Does this ad inspire you to begin your day with Bournvita biscuits?