Mumbai, December 2013: Cadbury launches the new TVC for its leading and one of India’s oldest malt based food brands – Bournvita. The latest TVC magnifies the spirit of Bournvita’s campaign - "Tayyari Jeet Ki" (Preparing To Win), launched in 2011. It highlights a mother's role in progressive parenting and inculcating good habits in her child, in order to prepare them for all eventualities in life. Modern day mothers see Bournvita as a brand which partners the journey of their children, help them realize their potential and be papered for the challenges that lie ahead of them.
Speaking on the idea behind the new commercial, Manjari Upadhye, Vice President, Marketing - Cocoa Beverages, Cadbury India Ltd. said "At Bournvita, we believe that parents are no longer just bystanders, but partners in their child’s journey. Parents try to instill good habits in their children, to prepare them to stay ahead of the unforeseen life challenges. And good habits stick, when children enjoy them. Our latest progressive ad is emotional, in an otherwise functional category and masterfully interweaves these insights to the Bournvita philosophy of Tayyari Jeet Ki".
Cadbury Bournvita’s advertising has moved with times to reflect the changing needs of the consumers. Today’s world is an increasingly competitive place for children. They aren’t just expected to do better, but also be prepared to face the challenges ahead, which can happen, only if they realize their worth. Keeping this in mind, Cadbury launched its second ad under the campaign theme - Tayyari jeet ki! (preparing to win).
The Commercial opens on a 11 year old child, standing on a terrace and practicing his punches. He practices some skipping drills as he continues to prepare for his fight. The child comes prepared to the boxing ring to a much bigger opponent, and the mother is standing by the ringside. The child is unable to match his bigger opponent, but still has an enduring zeal to come back stronger. Through a voiceover, the mother states that we will prepare with better people, as these habits will keep reminding us how good we are. He continues to practice in order to hone his skills, with his mother always by his side. Through a voiceover, mother states that the competition won’t always be between two equals and that is why, we must be prepared for all eventualities in life. As the child comes prepared for the next fight and takes off the headgear, we realize that all this while, it was a girl. She convincingly defeats her opponent and the proud mother affectionately smiles at her. In a voiceover, we hear the mother say that only a mother knows the value of good habits and that is why she gives her daughter Bournvita. The closing Super summarizes the mood of the commercial, ‘Tayyari Jeet Ki’.
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages. The company is comprised of the global snacking and food brands of the former Kraft Foods Inc. following the spin-off of its North American grocery operations in Oct. 2012. Mondelēz International’s portfolio includes several billion-dollar brands such as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gums. Mondelēz International has annual revenue of approximately $36 billion and operations in more than 80 countries. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
About Cadbury India
Cadbury India Ltd. is a part of Mondelēz International Inc. Cadbury India operates in five categories – chocolate confectionery, beverages, biscuits, gum and candy. In the chocolate confectionery business Cadbury has maintained its undisputed leadership over the years. Some of the key brands as Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bounrville, Celebrations, Halls, Éclairs, Bubbaloo, Tang and Oreo.