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MARKETING

Mondelez launches Bournvita Biscuits’ Banana & Oats variant in two packs
Monday, 03 June, 2019, 08 : 00 AM [IST]
Our Bureau, Mumbai
Bournvita Biscuits, which has established itself as a Subah ka Biscuit, has launched a new variant - Bournvita Biscuits - Banana and Oats - in two packs - while one is priced at Rs 10, the other is priced at Rs 25.

The brand is empowering new-age parents with a morning snack that is packed with the goodness of banana and oats, something their children would enjoy eating in the morning.

The brand’s latest campaign to launch the new variant depicts how making children eat in the morning can be a tough job.

Sudhanshu Nagpal, associate director, marketing (biscuits), Mondelez India, said, “The morning snacking occasion, has a huge opportunity for a product that brings together taste and nutrition which consumers want.”

“And Bournvita Biscuits has successfully managed to tap into this consumer need, since its launch in 2016. With the launch of Bournvita Biscuits – Banana and Oats, we are providing one more choice to our consumers by combining the goodness of banana and oats with a yummy, crunchy cookie from Bournvita – a brand Indian consumers have trusted for more than seven decades,” he added.
“We are confident that the new Bournvita Biscuits - Banana and Oats will strengthen our presence as India’s subah ka biscuit,” Nagpal said.

Conceptualised by Ogilvy India, the new TVC (television commercial) captures slice-of-life moments of kids throwing tantrums when served anything healthy. Their fussy expressions change as soon as they see the new Bournvita Biscuits – Banana and Oats.

“In keeping with the positioning of the mother brand (Bournvita Biscuits), yet giving the variant of Banana and Oats its due, the commercial mirrors the moods of mornings for kids in an endearing and enjoyable manner,” said Ogilvy India’s Akshay Seth and Kanika Sethi.

“Since morning snack time tends to be a pain point, the campaign line, Ab Nashta time banega happy time, captures a feeling that most moms wish for,” they added.

The launch will be supported by a high-decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores.
 
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