Cadbury Bournvita Li’l Champs has launched a 360-degree campaign, featuring actress Kajol. Through this campaign, Kajol communicates to young mothers the importance of good nutrition to aid ‘brain development’ and Bournvita Lil Champs’ role in this important phase.
Along with the latest campaign, Bournvita Li’l Champs has also re-launched its jar in a new and attractive packaging, which will be seen for the first time in the new TVC.
The campaign includes a series of TV commercials, created by Ogilvy & Mather India. The first commercial is a delightful and endearing banter between mother, played by Kajol and her mischievous son. The second commercial communicates the same message with a twist. It has a ‘dubsmash’ like concept, which has the child lip-syncing the mother’s dialogue and the mom in turn dubbing the child’s lines, but in a fun and relatable manner.
Sharing her thoughts on the new campaign, Kajol said, “Being a mother of two myself, I understand the role of nutrition in a child’s early brain development. I am very excited to be associated with Bournvita Li'l Champs - one of the most trusted brands by mothers in the country, which through this campaign is making young mothers aware about the importance of nutrition at this critical age, in a fun and engaging way."
Amit Shah, Associate Director, Marketing, Beverages, Candy and Gum, Mondelez India Foods Private Ltd. said, "The focus of this new campaign remains in addressing a mother's concern to get the right balance of nutrition for her child. Being a young mother herself, Kajol identifies with the need for parents to provide their children with adequate nutrition as well as physical and mental stimulation to develop their young minds. Cadbury Bournvita Li’l Champs has helped millions of mothers by providing essential nutrients for their 2-5-year-old children which might otherwise be lacking in the average Indian daily diet. In the new campaign, mother of two children, Kajol communicates this relevant message in a fun and engaging manner, which should resonate with young moms.”
Ryan Mendonca, Creative Director, Ogilvy & Mather said, “Not a lot of people know that 90% of a child's brain develops by the age of 5. We wanted to use Kajol in an interesting manner that would create traction and help land this message. Loosely inspired by the Dubsmash series, this campaign aims to educate mothers about the opportunity available before their kids turn five.”
The campaign will also have some short films on the same theme, which will be created only for the digital platform.The brand will also launch a dubsmash contest for the social media savvy moms and kids as an extension of the campaign. As a part of the contest, the two will be expected to get as whacky and creative as possible, communicating the importance of nutrition in the early years in a fun and playful manner.
Watch the TVCs here:
Cadbury Bournvita Li’l Champs -Kya Aap Jaante Hain:
Cadbury Bournvita Li’l Champs-Role Reversal:
Vishwesh Krishnamurthy - Director
Kunal Kamra - Producer
Ryan Mendonca - Creative Director
Francis Thomas - Copy Supervisor
Ritik Sachdev - Sr Art Director
Kunal Pardesi - Jr Visualiser
Khushnuma Daruwala - VP Planning
Bhakti Malik - Planning Director
Hitesh Patel - Sr VP Account Management
Mandar Gore - Client Services Director
Shreyashi Pandit - Group Account Manager
Anuj Uppal - Account Executive