Bournvita Li'l Champs lauds mothers

By Devesh Gupta , afaqs!, New Delhi | In Advertising | March 06, 2013
Cadbury Bournvita Lil' Champs recently launched a campaign to felicitate mothers of 2-5-year olds.

In its latest campaign titled 'Shabaash Mom', Cadbury India has made an attempt to honour all nominated mothers of 2-5-year-olds by sending each a gift hamper.

The activity, launched by Bournvita Lil' Champs (BVLC), a chocolate health drink from Cadbury, urges people to come forward and nominate the super mothers of 2-5 year olds, who will talk about their AHA moment (the intelligent moment of their kids).

The nominations for the super mothers can be sent either by logging into the Facebook page of the brand ( or by giving a missed call to 08067006450. It requires people to provide basic details like name of the mother to be nominated, her contact number and the email address. The mother can nominate herself, too; and once the names are in, Cadbury sends nominated mothers a small gift hamper to honour them.

Narayan Sundararaman, director, beverages, candy and gum, consumer insights and strategy, Cadbury India, says, "Most of the times the person behind the success story of little achievers is not celebrated well enough. Mothers who have helped realise the dreams and successes of their children are often kept in the background. This campaign has been launched to acknowledge the hardwork of those mothers."

He adds ,"Since the announcement of the Shabash Mom campaign, we have received over 30,000 missed calls on the BVLC helpline number, while the Facebook page has recorded over 50,000 Likes on the Bournvita fan page."

A large number of people have posted on Facebook, talking about how well the young mothers manage their families, children and their careers, alongside the baby.

The campaign was initially launched on the digital medium in the first week of February. A television commercial, created by Ogilvy & Mather and featuring Bollywood actor Kajol, a mother of two kids, was later released on February 9. The TVC is being aired on most television channels, including news and GECs.

Narayan Sundararaman

On print, advertisements in newspapers such as The Times of India, Hindustan Times, Dainik Jagran and Anandabazar Patrika carry the message forward.

The campaign also exploits the radio platform and uses jingles to spread awareness across the Tier I and Tier II markets through partnerships with stations such as Red FM, Fever 104 and Mirchi.

Interestingly, Cadbury has not extended this campaign into a contest (although a few nominated mothers will get a chance to meet Kajol) as it aims to honour the mothers instead of finding the best one.

"Shabash Mom campaign plans to frame those beautiful moments shared by a mother and her child, by continuing to engage, assist and honour all mothers, by hosting story telling classes, puppetry, and sessions with child psychologists," says Sundararaman.

The campaign covers metros such as Mumbai, Delhi and Bengaluru, and other cities such as Pune, Ahmedabad, Chandigarh, Kolkata and Jaipur.

Bournvita Li'l Champs is a milk additive product and was launched in 2008.

Cadbury India is a part of Mondelēz International Inc. The company operates in five categories - chocolate confectionery, beverages, biscuits, gum and candy. Some of its key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Halls, éclairs, Bubbaloo, Tang and Oreo.

Cadbury began its operations in India in 1948 by importing chocolates. Today it has six company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bengaluru and Baddi (Himachal Pradesh) Hyderabad and four sales offices (New Delhi, Mumbai, Kolkata and Chennai).

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