Extending its confidence challenge strategy, Cadbury Bournvita has launched a new commercial titled ‘Bournvita Folk’. The TVC showcases an interesting ‘jugalbandi’ between talents from a metro and small town.
O&M is the creative agency behind the TVC, with ECD Abhijit Avasthi and Creative Director Manoj Shetty having worked on its creative execution. Infiniti Production House has produced the film, while Vishal Mangalorekar has directed it.
Speaking on the thought process and the brief given by the client, Shetty explained, “For more than three years, we have been appropriating ‘confidence’ as the benefit derived from Bournvita. Over the last two years, we had moved to a testimonial format that depicted real achievers from the ‘Bournvita Confidence Academy’ show who have carved out a niche for themselves at a very young age. So, the current TVC is a creative attempt at making the ‘testimonial format’ more engaging and exciting for young consumers. Research and initial responses indicate that it has worked very well.”
The TVC features Kabir Arora, a student of Shiamak Davar, and Ashraf Khan, a folk singer. Incidentally, the two boys were also finalists at the ‘Bournvita Confidence Academy’ show on Pogo. The TVC begins with Arora practising his Western dance steps, and is suddenly intervened by Khan who challenges him to dance to the tune of his folk lyrics and music. The film then flows through an interesting jugalbandi between the two.
Explaining the insight on the ad, Shetty said that they were looking at the interesting aspects of ‘confidence’ in a young consumer’s life-space. “The insight we operated from was that if a person is confident, he or she wouldn’t be caught unawares. More importantly, he or she would improvise. Now, that’s a rather unique take on confidence,” he added.
Speaking on other promotional tie-ups, Shetty said, “For obvious reasons, we have tied up with the AFP ‘Bournvita Confidence Academy’ show that will continue on Pogo. Other than Pogo, we will be associating with other several media partners to extend the idea. Additionally, we have set up www.bournvitaacademy.com to provide a platform to young consumers to become ‘Bournvita Champs’ – it helps them with guidance, an opportunity to exchange thoughts and a lot of fun with confidence.”
However, Shetty didn’t divulge details on other platforms that would be used to promote the campaign.