With the success of Bournvita Quiz Contest on Sony Television, Cadbury India is back with another new concept of Advertising Funded Programme (AFP) in the kids’ domain. The new format is based on a reality show called ‘Bournvita Confidence Academy’ and premiered on July 15 on Pogo. The show will air on Sundays in the prime slot of 12.00 pm for 13 weeks.
Sanjay Purohit, Director-Marketing, Cadbury India, said, “Over the years, Cadbury Bournvita has stood for instilling confidence in consumers to take on physical and mental challenges. In this quest for nurturing confidence and talent in young consumers, Cadbury Bournvita has launched the ‘Cadbury Bournvita Confidence Academy’.”
The show will see Derek O’Brien taking the mentor’s and the judge’s seat. As in the previous association with Cadbury India, O’Brien will direct and produce the show based on the AFP format.
On the reason for the AFP being telecast only on Pogo and not on any other kids’ channel, Purohit said, “Pogo is a one of the premier kids’ channels, which will prove as the best medium to reach out to our core consumers.”
The programme will showcase seven young prodigies from all across India, who excel in their skills and are confident to showcase it.
However, the big challenge in the ‘Bournvita Confidence Academy’ will be that participants will not be rated on the performance of their own skill, but on the skill that they will learn from their peers.
The seven selected achievers who have made it to the Academy are Karun Krishnan from Bangalore, who is a skilled magician; Rajasthani folk singer Ashraf Khan; Aditi R, a film and theatre actor from Bangalore; santoor player Rhitam Bhattacharya from Kolkata; Kabir Aurora from Mumbai, a contemporary dancer; go-karter Nikhil Kashyap from Bangalore; and Ameetosri Basu from Kolkata, who got a double promotion from class V to class VII.
An extensive consumer research was conducted on the new concept. The show will see a 360-degree marketing campaign to drive traffic to the first of its kind initiative of an AFP show.