Bhawana Anand, New Delhi
Bournvita, a famous health drink launched a new variant called 'Bournvita BADAM' in the market and to promote it the brand occupied the OOH medium to motivationally sway the consumer's buying decision. Highlighting the health drink's key ingredient i.e. Almonds, the OOH campaign was executed in major markets to become familiar amongst their TG i.e. specifically Mothers and encourage them to pick this new variant out of the existing competitor health drinks. An extensive campaign was launched in all zones of the country for a duration of10 days which started on 2nd April.
The brief, given to the Posterscope India, was to announce the launch of Bournvita BADAM, a new variant in Bournvita Health Drink by highlighting its Key Ingredient Almond. Therefore, as per the brief stated, the creative showcased a giant Bournvita Badam bottle with flowing almonds from the backside. Targeting different markets, the text, saying 'Almonds made me the Bournvita I Am' was kept in various local markets such as Gujarati, Marathi, English etc.
The OOH specialist agency designed a strategic campaign with the help of their proprietary research initiative OCS to reach TG through various OOH Media Options. Additionally to make it relevant, the campaign was boosted towards students targeting the exam period. The campaign was implemented across major cities including Delhi, Jaipur, Lucknow and Kanpur in North, Mumbai, Pune, Ahmedabad and Baroda in West, Kolkata in East and Bangalore in South.
A wide mix of outdoor formats was optimised to reach out to the SEC A & B class Mothers of 5-15 years old kids. In large size format- Billboard, FOB, Unipole, Gantry, Pillar, Designer Wall installed in busy markets and arterial roads of the cities was occupied. In transit- BQS and Local/Metro Trains signage's were taken considering their footfall and traffic counts. To stand out from the clutter, innovations were executed in Mumbai & Ahmedabad which highlighted the new Bournvita Badam Booster through use Blue halo effect on the Jut-Out of the bottle in the creative.
Commenting on the campaign Amrita Ramanthan, Brand Manager, Mondelez said, “We recently launched a brand new variant, Cadbury Bournvita Badam Booster. The launch campaign includes a new TVC, as well as extensive outdoor & digital activations, targeting the brand’s core target audience – mothers. Impactful launch in outdoor segment has been a critical part of most of our launches as they help build awareness and drive trials. With a clutter breaking visual and quirky messaging, this campaign should get noticed and talked about.”
"It was a privilege to work on this launch as it was an extremely focused out of home opportunity. Our proprietary research initiative OCS allowed us to reach the target audience at the right place through the right media placements, which was layered with innovation to heighten the campaigns visibility and recall", shared Fabian Cowan- EVP Posterscope India.