Cadbury aims for greater market share with new TVC

Mumbai/Kolkata, Dec 7 : Cadbury India Limited, a leading confectionery company, has launched a new TVC for its leading malt based food brand Bournvita++, aiming to garner a greater market share, said a company release Monday.

"Powerful Combination of Nature and Science" is the core theme for the exciting new TVC that demonstrates how the benefits of nature and science play for a child.

Research studies have revealed that a kid today needs more to keep him going through the day. The new TVC portrays Bournvita++, as part of a varied balanced diet and healthy active lifestyle providing energy and nutrients to help a child take on the daily rigour. The new campaign on Bournvita++ aims to build on the awareness created by the earlier TVC, said a company spokesperson.

"The TVC, created by Ogilvy and Mather Advertising, has a complete video game look and feel to it and is the first of its kind in this category. This unique treatment has been chosen with the intent of increasing the brand appeal amongst the kids. The TVC has been shot in Sydney and has exceptional visual effects that would enthrall the kids," said the spokesperson.

"Cadbury is aiming at a higher market share for Bournvita with this TVC."

The film begins with a group of kids on a race track getting ready to leave for school. The batteries above their heads indicate that they are all fully charged for the day ahead. The kids proceed down the race track - symbolic of daily routine.

However, unable to manage the day's tasks the kids start falling one by one. In the end, there is only one kid left in the race and his battery still seems to be charged. The camera zooms into the battery which begins to morph into the Bournvita pack, symbolizing two cups of Bournvita for an action packed day.

On the digital platform, a micro site, www.readytoplay.in, has been launched where kids can play a game, check out the preview of the TVC and also get a chance to win prizes.