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Mondelez India launches Bournvita for Women, enters adult MFD segment
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Friday, 21 September, 2018, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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After making Cadbury Bournvita a household name for 70 years in India, Mondelez India announced its foray into the growing adult health malt food drinks (MFD) segment with its new premium innovation, Bournvita for Women.
This made-in-India innovation, available in 400g packs priced at Rs 259, has been created to address the needs of the health-conscious modern Indian woman, and is fortified with essential nutrients.
The core benefit story for the brand is that the consumption of two cups of Bournvita for Women fulfills the recommended dietary allowance (RDA) of calcium and Vitamin D for bone strength and of iron and folic acid to reduce fatigue for women. It has no added sugar.
Inderpreet Singh, associate director, marketing (gum, candy and powdered beverages), Mondelez India, said, “Hectic schedules, fast-paced lifestyles often result in women missing out on meeting their daily nutritional requirements. At the same time, modern-day women are increasingly becoming more aware of issues surrounding health and wellness.”
“As a brand, Bournvita has always focused on the proposition of bringing out the inner strength, and with Bournvita for Women, we are extending the same philosophy to new-age women by providing specialised nutrition with no added sugar,” he added.
“Focusing on our benefit story, our communication will highlight how Bournvita for Women will help a woman fulfill her day’s nutritional needs related to strong bones and reduction of fatigue. We are very excited about Bournvita for Women’s journey in India,” Singh said.
Indian consumers have trusted the wholesome goodness of Cadbury Bournvita for close to 70 years, and the launch of Bournvita for Women is aligned with the company’s plans to constantly innovate to meet the evolving needs of consumers as they move towards healthier lifestyles.
Bournvita for Women highlights the company’s commitment to improving the nutrition and ingredient profile of its brands as changing lifestyles and rising awareness around health and wellness continue to influence consumer food choices.
The product launch will be supported by a high-decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores. Bournvita for Women is available across all major urban and rural retailers from September 2018.
Known for rolling out award-winning progressive and iconic advertisements that remain in the minds of consumers, Cadbury Bournvita, along with Ogilvy and Mather, has come out with a path-breaking and inspiring film for its new launch - Bournvita for Women.
The film opens to a family conversation over the dining table, where the husband suggests selling off the old dilapidated van of his grandfather. The woman of the house almost instantly offers to buy the van.
Thereafter, the film shows her working day-in and day-out to fix a van that nobody thought she would be able to do. She takes charge, attempting to single-handedly repair and build something out of the van, showcasing her inner strength, and converts this van into a full-fledged food truck.
The film is supported by an equally powerful background score that promises to take the viewers on an inspiring and motivational journey of inner strength in just 40 seconds. The TVC ends with the introduction of the new product New Bournvita for Women.
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