MUMBAI: Hectic schedules, fast-paced lifestyles often result in women missing out on meeting their daily nutritional requirements. At the same time, modern-day women are increasingly becoming more aware of issues surrounding health and wellness.
After making Cadbury Bournvita a household name for 70 years in India, Mondelez India has forayed into the growing adult health MFD (malt food drinks) segment with its new premium innovation - Bournvita for Women.
Bournvita for Women is priced at Rs 259 for 400 gms.
This made-in-India innovation has been created to address the needs of the health conscious modern Indian woman, and is fortified with essential nutrients. The core benefit story for the brand is that the consumption of two cups of BV Women fulfils the RDA (Recommended Dietary allowance) of Calcium and Vitamin D for bone strength and of iron and folic acid to reduce fatigue for women and it has no added sugar.
Known for rolling out award-winning progressive and iconic advertisements that remain in the minds of consumers, Cadbury Bournvita along with Ogilvy & Mather has come out with a path-breaking and inspiring film for its new launch - Bournvita for Women.
The film opens to a family conversation over the dining table, where the husband suggests selling off the old dilapidated van of his grandfather. The woman of the house almost instantly offers to buy the van. Thereafter, the film shows her working day-in and day-out to fix a van that nobody thought she would be able to do. She takes charge, attempting to single-handedly repair & build something out of the van, showcasing her inner strength; and bravo, she converts this van into a full-fledged food truck.
Indian consumers have trusted the wholesome goodness of Cadbury Bournvita for close to 70 years, and the launch of Bournvita for Women is aligned with the company’s plans to constantly innovate to meet the evolving needs of consumers as they move towards healthier lifestyles. Bournvita for Women highlights the company’s commitment to improving the nutrition and ingredient profile of its brands as changing lifestyles and rising awareness around health and wellness continue to influence consumer food choices.
The product launch will be supported by a high decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores. Bournvita for Women is available across all major urban and rural retailers from September 2018.
Mondelez India associate director for marketing of gum, candy and powdered beverages Inderpreet Singh says, “With Bournvita for Women, we are extending the proposition of bringing out the inner strength to new-age women by providing specialised nutrition with no added sugar. Focusing on our benefit story, our communication will highlight how Bournvita for Women will help a woman fulfil her day’s nutritional needs related to strong bones and reduction of fatigue. We are very excited about Bournvita for Women’s journey in India.”
