Mondelez India launches new TVC for 'Subah ka Biscuit' - Cadbury Bournvita Biscuits

Mondelez India Foods Private Limited, recently launched a new TVC for the new Cadbury Bournvita Biscuits, the company’s second brand in the biscuits category after Oreo. Backed by deep consumer insights and the strength of India’s much loved malted beverage Bournvita, this new biscuit targets the morning segment. This new offering marks the expansion of Mondelez India’s biscuits category, from cream (Oreo) to cookies.

 

The TVC begins with an action packed morning of an endearing mother of two, waking up to an early alarm. She heads to a hall where a wedding function had taken place the previous evening and the wedding items are strewn around. With little help, she clears the set up and converts it back into a practice space for gymnastics. It is morning now, and her children are woken up by their father for their morning gymnastics practice. The story progresses with the philosophy ~ ‘Morning’ time is important preparation time. The inspiring VO says “Har subah yeh tay karta hai ki kal kaun jeetega” The mom feeds her children Bournvita Biscuits, fuelling them with the Shakti of Bournvita Pro-Health Vitamins, as they continue with their practice. The TVC ends with the tagline, “SUBAH KA BISCUIT”

 

Chella Pandyan, Associate Director, Marketing, Biscuits India and Kids Fuel AP, Mondelez India Foods Private Limited said, “The morning snacking occasion has a huge opportunity for a product that brings together taste and nutrition. With Bournvita Biscuits, we have extended presence into the ‘cookies’ category. The objective of the TVC was to position Bournvita Biscuits as a purposive morning snack that has the Pro-HEALTH Vitamins nutrients and signature taste of Bournvita. We wanted to tell a story that is rooted in the Bournvita “Tayaari jeet ki” philosophy. The story highlights the importance of ‘mornings’ in preparation and showcases the effort of moms to make mornings count for more”

 

Ryan Mendonca, Senior Creative Director, Ogilvy & Mather, India, said, “Mornings have a very special place when it comes to practice and preparation. This spot is one such story of a mother who understands this, and is willing to stretch herself for her children. In many ways, this is the story of our mothers. Mothers who sacrificed their sleep so that we could live our dreams.”

 

In addition to this engaging new TVC, the launch will be supported by a high decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores.

 

Link to the TVC - https://www.youtube.com/watch?v=mK-GixtiTpI

 

Agency Credentials:

 

Creative team: Ryan Mendonca, Neil Chitnis, Avani Rajesh, Kunal Pardeshi, Ritik Sachdev

 

Servicing: Hitesh Patel, Kamia Wahi, Amita Servaia, Pallavi Daspattnaik

 

Planning: Khushnuma Daruwala, Veruschka Menon

 

Production house: Corcoise Films

 

Director (film): Vishwesh Krishnamoorthy

 

Producer: Kunal Kamra

 

Director of photography: Swapnil Sonawane