There is Vitamin D in Bournvita.

In 2014, Cadbury Bournvita wanted to tell mothers across India that Bournvita now has Vitamin D, which helps in absorption of vitamin C from milk, and without Bournvita a child does not get vitamin C. So we created an integrated campaign where we made the kids the boss asking their mothers to stop wasting milk. The campaign ran across outdoor, print & digital mediums.

For this campaign, we needed mothers to actively respond to the outdoors. To get their attention, we created a stark new colour palette with a provocative message. Each individual letter was cast in 3D acrylic and then photographed to get the desired effect. It paid off with an unprecedented huge response from mothers in the single week that it ran. 

This is how the campaign took pace. 

Results : We were recognized as “Billboard of the fortnight” by Exchange4Media.Com, 40,000 consumers contacted us within 10 days of the activity and we showed +3pp gain in associations on “Multiplies Power of Milk” and “Contains Vitamin D” in centers where the IMC was conducted. The Art style became the way of life for Bournvita.