Cadbury Bournvita Li'l Champs ushers in the New Year with a brand new campaign featuring Kajol!

Did you know that 90% of a child’s brain development happens by the age of 5? It’s true, and scientific research makes it clear that a child’s brain develops in very important ways during this phase. Factors such as ‘good nurturing’, ‘nutrition’, ‘physical activity’, influence early brain development of a child. Keeping this in mind, Cadbury Bournvita Li’l Champs, the specially formulated nutritional drink for children between the ages of 2 to 5, is back with a 360-degree campaign, featuring leading actress and mother of two, Kajol. Through this campaign, in a fun and engaging way, Kajol communicates to young mothers the importance of good nutrition to aid ‘brain development’ and Bournvita Lil Champs’ role in this important phase.

Along with the latest campaign, Bournvita Li’l Champs has also re-launched its jar in a new and attractive packaging, which will be seen for the first time in the new TVC. The new pack will give a distinctive identity to the brand, in turn appealing to moms and kids as well.

The campaign includes a series of TV commercials, created by Ogilvy & Mather India. The first commercial is a delightful and endearing banter between mother, played by Kajol and her mischievous son. This focuses on reiterating that 90% of a child’s brain development takes place by the age of 5. Hence it is very critical that the child gets the right nutrition at this age which Bournvita Li’l Champs provides with its Nutri-Smart ingredients which is a bundle of nutrients including DHA Iodine Choline and Zinc each of which plays a critical role in aiding a child’s mental development. The second commercial communicates the same message with a twist. It has a ‘dubsmash’ like concept, which has the child lip-syncing the mother’s dialogue and the mom in turn dubbing the child’s lines, but in a fun and relatable manner.

Sharing her thoughts on the new campaign, Kajol said, “Being a mother of two myself, I understand the role of nutrition in a child’s early brain development. I am very excited to be associated with Bournvita Li'l Champs - one of the most trusted brands by mothers in the country, which through this campaign is making young mothers aware about the importance of nutrition at this critical age, in a fun and engaging way."

Amit Shah, Associate Director, Marketing, Beverages, Candy & Gum, Mondelez India Foods Private Ltd. said, "The focus of this new campaign remains in addressing a mother's concern to get the right balance of nutrition for her child. Being a young mother herself, Kajol identifies with the need for parents to provide their children with adequate nutrition as well as physical and mental stimulation to develop their young minds. Cadbury Bournvita Li’l Champs has helped millions of mothers by providing essential nutrients for their 2-5-year-old children which might otherwise be lacking in the average Indian daily diet. In the new campaign, mother of two children, Kajol communicates this relevant message in a fun and engaging manner, which should resonate with young moms.”

Ryan Mendonca, Creative Director, Ogilvy & Mather said, “Not a lot of people know that 90% of a child's brain develops by the age of 5. We wanted to use Kajol in an interesting manner that would create traction and help land this message. Loosely inspired by the Dubsmash series, this campaign aims to educate mothers about the opportunity available before their kids turn five.”

The campaign will also have some short films on the same theme, which will be created only for the digital platform. Keeping in mind the new age moms, the brand will also launch a dubsmash contest for the social media savvy moms and kids as an extension of the campaign. As a part of the contest, the two will be expected to get as whacky and creative as possible, communicating the importance of nutrition in the early years in a fun and playful manner.

Bournvita Li'l Champs has been created with a combination of DHA and Whey Protein, along with 22 other essential nutrients, to ensure that the child receives essential brain nutrients to prepare them for the future. DHA is globally known to aid mental development and Whey protein serves as a good quality protein source and supports optimal growth and development.