STORYBOARD: BOURNVITA Agency: O&M Category: Beverages

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The film opens on Prachura P, a chess champion, playing chess while sipping Bournvita.

The next moment Manasi Limaye, a skating champion, arrives and takes the sipper.

Without taking his eyes off the sipper Karuna Krishna, a magician, gets it by magic.

Our little magician is unable to enjoy the drink as Nitin Bawa, a riding champion, snatches it from him.

Cut to the shot of Siddharth D, a paraglider, landing and grabbing away the sipper from our riding champion.

Unfortunately for the paraglider the sipper gets dropped and lands straight in front of our chess champion.

VO: Confidence champions ko chahiye tan aur man ki shakti joBournvita se milti hai. Ab naye packmein.

The ad ends on our little champions asking, kya tum mein hai Bournvita confidence?

OURNVITA advertisement on chandamama

This ad is for cadbourys bournvita the then famous drink with a chocolate flavor. Kids used to eat it raw and it sort of shrinks in the mouth like a chocolate.. It reads

Brought up right bournvita bright Bright in studies... Bright in sports

Richly blended with milk,malt and sugar,the cocoa in Bournvita provides that 'extra' nourishment your child needs.To ensure sturdy,healthy growth!...And children just love its cocoa flavour!

Bournvita builds a big future for your child.Make sure he's brought up right,Bournvita bright.

Nourishing Bournvita contains cocoa to make a delicious health drink.

Carbury's Bournvita for strength and vigour-and taste

Top 20 most watched ads in January 2012

Cadbury Bournvita tops 20 most watched ads list
Edition: March 18, 2012

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STORYBOARD: BOURNVITA Agency: Category: Beverages

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The shot of a group of kids engrossed in a game of basketball. A bell announces a recess...

...and split for a drink of water. The boys lineup and wait impatiently for their turn.

One of them looks on and extracts bottle of water.

He gulps down the chilled water and gives the a triumphant stare.

As the other kids look on enviously, he tucks it back into his shorts and walks off.

MVO: "Bournvita. Ab har 500 gm Bournvita ke saath, ek hip hanger free. Jaldi keejiye."

STORYBOARD: BOURNVITA 5 STAR MAGIC Agency: NA Category: Confections | Snacks | Foods

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The film opens on four kids who in the middle of the night sneak out of their homes to go to a stadium. Getting inside...

...the control room, they switch on the stadium lights and focus it on their apartment. Work done, they get back to their homes.

One of them awakes his mother telling her its morning and demands Bournvita 5 Star Magic.

She gets up to make the drink for him and in the process notices the darkness outside. Coming out in the balcony...

...she sees the stadium lights focused on their apartment. As the other kids, too, come out with their shocked mothers...

...the VO plays, Ab 5 Star taste mein tan aur man ki shakti. Bournvita 5 Star Magic. As the VO concludes, Itna tasty, the kids confirm, Karenge kuch bhi.

STORYBOARD: BOURNVITA LI'L CHAMPS Agency: Ogilvy India Category: Beverages

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The TVC opens with a man pulling a little boy's cheeks.

The man sits on the breakfast table & asks his mom to bring Parantha with extra butter for him.

Another man enters the room & sees the child on the breakfast table. He also pulls the kid's cheeks and sits down.

The boy asks them, "Do you know Hindi"?

Both reply by saying, "Yes". The kid also replies that he knows the language too. Both men are shocked.

In the next shot a woman enters & gives the milk jug to her son.

VO: "aapke jaane se pehle, bache bann jaenge smart. Bournvita Li'l champs. Khaas 25 saal ke bacho ke liye."

Cadbury Bournvita hopes to make Sania-like Lil Champs

by B H A TNA TU RA LLY on MARCH 20, 2009 5 COM ME NTS

Smart extension this Bournvita getting into the young children segment. Cadbury Bournvita Lil Champs, a nutrition supplement for 2 to 5 year olds with the goodness of natural ingredients and the power of 20 scientific nutrients. It contains DHA, which is vital for brain and vision development in the formative years of a child. The campaign features Sania Mirza as the brand ambassador and urges moms to see her in their kids; the sub-brand Lil Champs reflects that (when they could have called it Bournvita Junior). I liked the way Sania has been used in the TVC a literal manifestation of her as your kid. Unlike the expected Wanna be like me? Drink this! kind of approach. As the father of a 3-year old, the idea of a specialist drink for that age appeals to me (not that I am a big fan of Sania). The target audience would have grown up with Bournvita and would have a positive equity towards the brand. At Rs.90 for 200g and Rs.175 for 500g its appeal would be restricted to upper middle class and above. The packaging is interesting akin to a building block. Will it strengthen the Bournvita franchise?

STORYBOARD: CADBURY BOURNVITA LI'L CHAMPS Agency: O&M Category: Beverages

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The film opens with a woman getting Sania Mirza ready for school.

Sania, a naughty girl, runs all around the house.

Beta, tum kuch bhool rahi ho, says the woman handing her a tennis racket.

Mom, aap bhi kuch bhool rahe ho, replies Sania.

The woman gives her a glass of Bournvita.

Cut to a shot of a little girl with a tennis racket gulping it down.

VO: Sania Mirza jaise champion ko agar aap dekhti hain apne bachche mein...

...toh usey deejiye ek sahi shuruwaatBournvita Lil Champs se...

The ad ends on the woman waving at her little daughter as she goes to school.

STORYBOARD: CADBURY BOURNVITA Agency: Category: Beverages

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A girl hops off the school bus and addresses the camera, "Yeh Pinky jab bhi school bus mein aati hai na, sabse full!...

...Meri class uske classroom se bhi door hai. To bhi mujhe window seat milti hai. Mummy to kahe yeh Bournvita ka kamaal hai...

...Hoga!" she shrugs nonchalantly. "Main Bournvita peeti hoon...

A girl hops off the school bus and addresses the camera, "Yeh Pinky jab bhi school bus mein aati hai na, sabse full!...

...Meri class uske classroom se bhi door hai. To bhi mujhe window seat milti hai. Mummy to kahe yeh Bournvita ka kamaal hai...

...Hoga!" she shrugs nonchalantly. "Main Bournvita peeti hoon...

...kyonki woh bahut tasty hai!" As she skips along, she spots her mother...

...at a distance and runs towards her in leaps and bounds. MVO: "Naya Cadbury Bournvita...

...Poshan bhi swaad bhi." Super: 'Sabhi kuchh to hai ismein.' Product window.

STORYBOARD: CADBURY BOURNVITA Agency: Category: Beverages

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A little boy about to join his friends for a game, stops short as his mother calls out to him to finish his homework. He reluctantly...

...retires to his study. His mother makes him a hot drink of Bournvita and adds, "Life mein ek balance hona chahiye."

MVO: "Ab naye Cadbury Bournvita mein hai rozana zaroori 100% RDA poshan aur manchaha chocolatey swaad."

Cut to a department store, the woman is seen making some necessary purchases.

Meanwhile, the boy finds that his mother has left behind her purse.

He snaps into action and sprints to the store with the same...

...and finds her rummaging in the handbag for her wallet, "Mummy, aaj homework aap karna aur paise main deta hoon."

MVO: "Naya Cadbury Bournvita. Aapke bacche ko de ek naya balance. Poshan bhi swaad bhi." Super: 'Sabhi kuch to hai ismein.'

Here is the almost everyones favourite drink in India (atleast once upon a time...) Bournvita Bournvita 1983

Another bournvita Ad....

This one is still on top of my list of nice hot drinks on a cold rainy evening....

Jackie da is here again.....

Bournvita Lil Champs Ogilvy and Mather A mother envisions Sania Mirza in her little daughter as she gets her ready for school. As the girl steps out of the house, she tells mom she is forgetting something. The mother gives her Bournvita Lil Champs to drink. The voice-over: Rahein ek kadam aage (Stay a step ahead).

Cadbury Takes New Bournvita Campaign to Social Media

8 Comment(s) Cadbury Nigeria has taken its recently launched brand campaign for the new look Bournvita to social media. The new campaign christened The New Bourn Identity is a play on the American block-buster movie The Bourne Identity and is already creating buzz on Facebook and Google. The execution shows the popular chocolate drink reshaped and reborn in an exciting, elegant and reliable handy jar. The Facebook version of the ad is already being seen as one of the best animated designs so far. It displays the Bournvita jar on the

spotlight with camera flickers coming from the skycrappers on the Lagos Island. In April 2011, Kraft Foods SA, the parent company of Cadbury Nigeria invested N8 billion in a new Bournvita manufacturing facility in Lagos. This is part of the companys investment, capability and capacity technology which has seen it commit 750 million rand in the companys Port Elizabeth chocolate manufacturing plant. The company also announced its return to profit in 2010 full-year results. The result seen shows that the companys sales rose by 14 percent to N29 billion in 2010, from N26 billion in 2009; while profit after tax returned to positive ground of N1.17 billion from a loss position of N1.24 billion in 2009.

Brand Update : Bournvita Drifts in its Positioning

Bournvita is one of the major players in the Rs 4000 crore Indian Health Drink market. The brand has a market share of around 15% according to Business Standard. The brand has been a darling for kids who liked the chocolate flavored drinks.

Cadbury has been nurturing the brand well focusing on kids and their affinity towards good taste. The brand got initial traction in the market by focusing on the chocolate taste. It further reinforced the taste factor by associating with its fellow brand 5 Star. Later the brand went for a laddering exercise and brought in the concept of confidence. The positioning worked really well for the brand since confidence was a very important attribute as far as kids ( and parents) are concerned. The brand backed the laddering up with the creation of Bournvita Confidence Academy and followed it up with a media blitzkrieg. 2011 saw a marked difference in the positioning of Bournvita. The brand began drifting away from confidence based positioning. Early 2011 saw the brand professing the concept of " Prepare to Win " proposition. The brand adopted the tagline " Tayari Jeet Ki " meaning Preparing to Win. The ads were beautifully made and explained the concept beautifully. Watch the ad here : Bournvita Judo Ad. Besides the change in positioning, the brand's primary audience ( protagonist) also changed. Rather than focusing on Kids, the brand directly began addressing the Mother. Kids began to play the supporting role in the advertisement. The brand began to move into the way of Horlicks and Complan where the principal character in the campaigns are mothers and not kids.

Now in late 2011, the brand made another significant change in the positioning . The brand discarded every thing it did in the past and began talking like Horlicks. In the recent campaign, the brand began talking about calcium and the script of the ad is almost the copy of Horlicks' ad. More over the brand has now the tagline " Badhaye Doodh Ki Shakthi " which is strikingly the same as the latest Horlicks campaign. Watch the ad here : Bournvita Calcium And compare it with Horlicks ad here

I have never seen anybody asking questions like " Calcium ke liye kya karthe ho ? " , Vitamin C ke liye kya karthe ho ??? It looks totally out of synch with the characters in the TVC.

Am not sure whether it is sheer coincidence or a competitive move. What ever it is both the brands will suffer because of the same talk. More importantly Bournvita will suffer the most because it ditched its earlier positioning in favor of the Milk based positioning.

Another interesting factor is that in the ad , there is no character representing the user ie kids. It is one of those rare occasions where Bournvita ads are without kids. The absence of kids in the ads and focus on ingredients mark a major shift in the marketing strategy of Bournvita. By talking in the same language of the market leader Horlicks, the brand is trying to directly attack Horlicks which commands more than 50% of the market hoping to expand its base. But this move is at the expense of the positioning of Bournvita. Related Brand