A new campaign has launched by Mondelez India for its new merchandise – Bournvita Crunchy, marking the brand’s foray into the wholesome biscuit category. The integrated marketing campaign includes a television commercial, in line with Bournvita Biscuits’ proposition – ‘No More Excuses’.
Conceptualized by Ogilvy, the television commercial funnily breaks down the label of wholesome snacks being boring and reiterates that one can target their well-being without compromising on the taste by letting consumers know that ‘Ab badon ke bhi bahane khatam’.
Bournvita may be a brand of malted and chocolate malt drink mixes manufactured by Cadbury, a subsidiary of Mondelez International. Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a junior of Mondelez International, a world front-runner in biscuits, chocolate, gum, candy, and powdered beverages. They operate in four different categories – chocolate, beverages, biscuits, and candy. Their hottest chocolate brands carry with its Cadbury Dairy Milk, Cadbury Dairy Milk Silk, and Cadbury Celebrations.
Group creative director, Akshay Seth and senior creative director of Ogilvy India, Chinmay Raut, said that in today’s times, the stress on healthy eating has increased manifold. But adults, like children, are equally fussy about healthy eating and added that the Bournvita Biscuits Crunchy launch gives the brand proposition of #NoMoreExcuses a replacement dimension by highlighting the child-like behavior adults exhibit at the mention of wholegrain and the way they are doing a U-turn when people realize that health is often tasty.
