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
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.