Cadbury Bournvita Tayyari Jeet Ki (preparing to win)

I saw an interesting Cadbury Bournvita yesterday. The new Cadbury Bournvita TVC tell about the importance of cultivating good habits (Aadatein) in children. The ad shows the story of a mother who instils in her son the habit of winning. Tayyari Jeet Ki (preparing to win) has been the theme of Bournvita’s campaign since 2011. Bournvita's communication strategy focus on mothers feel good about buying into the rational benefits of health and wellness, for the kids it is more about the taste and fun of drinking Bournvita. Unlike other brands which have focused on health benefits, Bournvita has always been about taste with heath benefits. 

The TVC created by Ogilvy & Mather went on air in early April. The film starts with a mother and son racing in the woods. She is shown pitting herself against the boy in regular sprints. The mother tells the story through the voice over. She says, “Mere bête ko jeet ki aadat tab lagegi jab woh mujhe harayega” (My son will learn the habit of winning when he defeats me). But she is in mood to let her son win by giving in. “Akhir adatein na ek din mein banti hay na asani se” (Habits are neither built in a day nor easily) she says. The day arrives when the son defeats her in their race. The VO says, “Toh jis din woh mujhe harayega, main jeet jaoongi” (So the day he defeats me, I will win). As she pours him a cup of Bournvita, the VO explains that only a mother knows the value of good habits. The TVC ends with the boy sprinting and the super reads, ‘Taiyaari jeet ki’ (Preparation to win).” (Source: Campaign India)

India, the world's largest malt-based drinks market, accounts for 22% of the world's retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health Food Drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The major players in the market are Bournvita, Complan, Horlicks, Boost and Milo. Cadbury's Bournvita is the leader in the brown drink segment with a market share of around 16.2% (as per Nielsen data for the quarter ending March) and overtakes Boost 12% market share. 

Horlicks, being a white malted beverage, has never really been a direct competitor to Bournvita. Horlicks has always been the market leader, with almost 45 per cent share in the category. Boost is strong in the South while Bournvita’s strength has been the North and West. Horilicks is the most popular brand in Chennai and its brand is ingrained in the minds of Chennai consumers and it is also served in tea stalls in Chennai. In the past there was milk shortage in Chennai and this helped Horlicks become a popular brand in Chennai where consumers started taking it as a milk substitute.

Image Source: http://print-ads-india.blogspot.in/2011/02/cadbury-bournvita-taiyyari-jeet-ki-camp.html

Market Study Source: http://www.pbr.co.in/julyseptissue/9.pdf