Smart extension this – Bournvita getting into the young children segment. Cadbury Bournvita Li’l Champs, a nutrition supplement ‘for 2 to 5 year olds ‘with the goodness of natural ingredients and the power of 20 scientific nutrients. It contains DHA, which is vital for brain and vision development in the formative years of a child’. The campaign features Sania Mirza as the brand ambassador and urges moms to see her in their kids; the sub-brand ‘Li’l Champs’ reflects that (when they could have called it Bournvita Junior).
I liked the way Sania has been used in the TVC – a literal manifestation of her as ‘your kid’. Unlike the expected ‘Wanna be like me? Drink this!’ kind of approach. As the father of a 3-year old, the idea of a specialist drink for that age appeals to me (not that I am a big fan of Sania). The target audience would have grown up with Bournvita and would have a positive equity towards the brand. At Rs.90 for 200g and Rs.175 for 500g it’s appeal would be restricted to upper middle class and above. The packaging is interesting – akin to a building block. Will it strengthen the Bournvita franchise?