Bournvita’s TVC for banana & oats biscuits captures kids’ tantrums over healthy food

The campaign has been conceptualised by Ogilvy India

by exchange4media Staff
Published - Jun 1, 2019 9:37 AM Updated: Jun 1, 2019 9:37 AM
Bournvita

Bournvita Biscuits recently announced the launch of Bournvita Biscuits - Banana & Oats.  The brand is empowering new-age parents with a morning snack that is packed with the goodness of Banana & Oats, something their children would enjoy eating in the morning. The brand’s latest campaign to launch the new variant depicts how making children eat in the morning can be a tough job. 
Conceptualised by Ogilvy India, the new TVC captures slice of life moments of kids throwing tantrums when served anything healthy. Their fussy expressions change as soon as they see the new Bournvita Biscuits – Banana & Oats.  

Sudhanshu Nagpal, Associate Director - Marketing (Biscuits), Mondelez India, said, “The morning snacking occasion, has a huge opportunity for a product that brings together taste and nutrition
which consumers want. And, Bournvita Biscuits has successfully managed to tap into this consumer need, since its launch in 2016. With the launch of Bournvita Biscuits – Banana & Oats, we are providing one more choice to our consumers by combining the goodness of Banana & Oats with a yummy, crunchy cookie from Bournvita – a brand Indian consumers have trusted for more than seven decades. We’re confident that the new Bournvita Biscuits - Banana & Oats will strengthen our presence as India’s subah ka biscuit.” 

“In keeping with the positioning of the mother brand- Bournvita Biscuits- yet giving the variant of Banana and Oats its due, the commercial mirrors the moods of mornings for kids in an endearing and enjoyable manner. Since morning snack time tends to be a pain point, the campaign line “Ab Nashta time banega happy time” captures a feeling that most moms wish for”, said Akshay Seth and Kanika Sethi, Ogilvy India. 

The launch will be supported by a high decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores. 
 

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