Mondelez India launches new TVC for 'Subah ka
Biscuit' - Cadbury Bournvita Biscuits
INDIA – June 6, 2016
Mondelez India Foods Private Limited, recently launched a new TVC for the new Cadbury Bournvita Biscuits, the company’s second brand in the biscuits category after Oreo. Backed by deep consumer insights and the strength of India’s much loved malted beverage Bournvita, this new biscuit targets the morning segment. This new offering marks the expansion of Mondelez India’s biscuits category, from cream (Oreo) to cookies.
The TVC begins with an action packed morning of an endearing mother of two, waking up to an early alarm. She heads to a hall where a wedding function had taken place the previous evening and the wedding items are strewn around. With little help, she clears the set up and converts it back into a practice space for gymnastics. It is morning now, and her children are woken up by their father for their morning gymnastics practice. The story progresses with the philosophy ~ ‘Morning’ time is important preparation time. The inspiring VO says “Har subah yeh tay karta hai ki kal kaun jeetega” The mom feeds her children Bournvita Biscuits,fuelling them with the Shakti of Bournvita Pro-Health Vitamins, as they continue with their practice. The TVC ends with the tagline, “SUBAH KA BISCUIT”
Chella Pandyan, Associate Director, Marketing, Biscuits India and Kids Fuel AP, Mondelez India Foods Private Limited said, “The morning snacking occasion has a huge opportunity for a product that brings together taste and nutrition. With Bournvita Biscuits, we have extended presence into the ‘cookies’ category. The objective of the TVC was to position Bournvita Biscuits as a purposive morning snack that has the Pro-HEALTH Vitamins nutrients and signature taste of Bournvita. We wanted to tell a story that is rooted in the Bournvita “Tayaari jeet ki” philosophy. The story highlights the importance of ‘mornings’ in preparation and showcases the effort of moms to make mornings count for more”
Ryan Mendonca, Senior Creative Director, Ogilvy & Mather, India, said, “Mornings have a very special place when it comes to practice and preparation. This spot is one such story of a mother who understands this, and is willing to stretch herself for her children. In many ways, this is the story of our mothers. Mothers who sacrificed their sleep so that we could live our dreams.”
In addition to this engaging new TVC, the launch will be supported by a high decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores.
Link to the TVC - https://www.youtube.com/watch?v=mK-GixtiTpI
Creative team: Ryan Mendonca, Neil Chitnis, Avani Rajesh, Kunal Pardeshi, Ritik Sachdev
Servicing: Hitesh Patel, Kamia Wahi, Amita Servaia, Pallavi Daspattnaik
Planning: Khushnuma Daruwala, Veruschka Menon
Production house: Corcoise Films
Director (film): Vishwesh Krishnamoorthy
Producer: Kunal Kamra
Director of photography: Swapnil Sonawane
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, 2015 net revenues of approximately $30 billion.
Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum,
candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk
and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and
Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit
www.mondelezinternational.com or follow us on Twitter
About Mondelez India Foods Private Ltd.
Mondelez India Foods Private Ltd. (formerly Cadbury India Ltd.) is a part of Mondelēz International,a world leader in biscuits, chocolate, gum, candy and powdered beverages. The company in India operates in four categories – chocolate, beverages, biscuits and candy and is chocolate category leader.
Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Gems, Cadbury Glow are some of the company’s chocolate brands in India. The company’s beverage portfolio consists of Bournvita and Tang. Cadbury Oreo & Bournvita Biscuit is a part of its biscuit portfolio and Halls and Choclairs Gold make up its candy portfolio. For more information, please www.mondelezindiafoods.com