Mondelez India has unveiled 'Bournvita for Women' as it forays into the growing adult health MFD (malt food drinks) segment.
The campaign conceptualised by Ogilvy & Mather opens with a family conversation over the dining table, where the husband suggests selling off an old van of his grandfather. The wife then offers to buy the van. Thereafter, she takes charge and repairs the van on her own and finally converts the dilapidated van into a full-fledged food truck.
The brand further aims to highlight how the consumption of two cups of Bournvita for Women fulfils the RDA (Recommended Dietary allowance) of calcium and vitamin D for bone strength and of iron and folic acid to reduce fatigue for women and it has no added sugar.
Bournvita for Women is available across all major urban and rural retailers from this month onwards.
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 specialized nutrition with no added sugar.
"Focusing on our benefit story, our communication will highlight how Bournvita for Women will help a woman fulfil 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.”
: 'Bournvita for Women'
