To
develop a stopgap thematic campaign to consolidate on the
previous ‘What
is Nourishment?’ campaign.
To boldly own the nourishment platform by extension, ward off
encroachment of other brands on the nourishment terrain.
SOLUTION
Using our unique proprietary tools, Agency developed a brand essence for Bournvita
to serve as a foundation and to guide every communication
effort for the brand. Additionally, insights gotten on primary
targets and their Mums helped in developing the appropriate
strategy for the campaign
BRAND
ESSENCE > NOURISHMENT
INSIGHT
on kids
They
are still dependent on their mums for much of the food they
eat but exert an influence on what mums buy.
INSIGHT
on mothers
Their
children are the most important
things in their lives and they want to
do everything they can to ensure that
they get a good start in life. They
recognize the importance of a good
balanced diet.
APPROACH/STRATEGY
A bold
approach was adopted.
The strategy was to deploy media to
boldly own the Nourishment platform as a brand.
Thus the concept A-Z was executed primarily on Outdoor
and brought directly to the primary target using materials
such as stickers, posters and school
wall charts.
A
– Z CONCEPT
A-Z was developed to highlight the constituent ingredients
of the brand by simultaneously tying each element of its formulation
to Nourishment.
This acted as evidence that Bournvita is an embodiment of
Nourishment.
Examples of the Campaign materials are subsequent slides.
CASE STUDY 
