This document provides information about Cadbury Bournvita, a chocolate malt drink brand owned by Mondelez International. It discusses the brand's history and positioning from the 1970s to the present, including a focus on intelligence in the 1980s, health benefits in the late 1990s, and a "Tayyari Jeet Ki" campaign launched in 2013 focusing on physical and mental strength. The 2013 campaign targeted mothers of children aged 6-15 and was based on the insight that parents are now partners rather than bystanders in their child's journey. Media sources like newspapers and magazines were analyzed to understand current views on parenthood.

1. Account Planning- Media
Ethnography
Ankur Dixit
Noushadya S
Pratik Betai
Tanvi Talati

2. About the company
• Cadbury Bournvita is a brand of chocolate malt drink of Mondelez
International.
• The brand is a market leader in the brown health drink segment
with a market share of over 17%.
• The brand also faces severe competition from Boost of
GlaxoSmithKline
• The chocolate drink is also available in chocolate-caramel flavour
called Cadbury Bournvita 5 star magic and special formulation for
children called Bournvita Li’l Champs

3. 1970’s
• Positioned as a product that helps in good upbringing.
• Tagline : Goodness that Grows with You.
1980's
• Changed its focus from Upbringing to Intelligence.
• Tagline: Brought Up Right, Bournvita Bright.
1998
• Intense competition from Milo from Nestle.
• Changed its positioning on the health platform.
1999
• Relaunched in March 1999 with ‘RDA balanced formula’.
2006
• Reality show—the Bournvita confidence champion— which was aired on Sony in
2006.”
2013
• ‘Tayaari Jeet ki’ Campaign- Focus on Physical and mental strength

4. Tayyari jeet ki
• The campaign was launched in April 2013 with a thematic film that showcased the
story of a mother who instils in her son the habit of winning.
• https://www.youtube.com/watch?v=Kwmcz2uZxSg
• The second TVC was launched in December 2013 which is about a mother inculcating
good habits in her child.
• https://www.youtube.com/watch?v=X-AjhsxqVVk&list=PLZInFYnCNxBnHihVbKpEAvawN4J3PjRov
• Both the TVCs talk about every mother ’s dream of her kid’s success. She is constantly
striving to help her kid achieve and win

5. Target audience
“Mothers of kids between the age group 6 and 15”
• The brand has shifted its focus from kids to mothers for this
campaign
• Mothers are targeted, since they are the decision makers when it
comes to buying groceries

6. Insight
“Parents are no longer just bystanders,
but partners in their child’s journey”

7. Media Ethnography of Parenthood
• Newspapers and magazines that are women-centric (Dinamalar,
Tamil newspaper, Woman’s era magazine, etc)
• Articles on ‘parents being the reason behind obesity amongst
children’.
• Importance of giving liberty of choice to children when it comes to
career
• Parents are responsible to catalyze their child’s talent properly by
looking at what their child actually wants.
• Parents being role models for their children- builds confidence and
motivation.

8. Snapshots of the articles referred
The article talks
about why
children prefer
playing and how
parents can be
role models for
their children.
Children tend to
believe what
their parents
do.