Promotion

ADVERTISING:

1970- The brand was positioned as a product that helps in good upbringing : "goodness that grows with you."

1980- Changed its focus from upbringing to intelligence : "Brought up right, Bournvita Bright."

1990- Again changed its focus to body and mind : "Tan ki shakti, Man ki shakti."

To reinforce the taste attribute, the brand used the cricketer Ajay Jadeja to endorse the brand and used the tagline " No Bournvita, No milk."

current millennium- The brand identified "confidence" as its core essence and uses the tagline " Do you have Bournvita confidence?"

PUBLIC RELATIONS:

• The company launched a television commercial show casing's Mirza transformation from a toddler to a tennis champ after the consumption of a new product, Bournvita Li'l Champs for age group of 2-5 years.

• Bournvita has also been attached to various quiz competition and has been promoting this event such that the brand has become synonymous with the quiz contest.

• Association with Cartoon Network- Power puff girls & dexter.

PERSONAL SELLING:

Not applicable to Cadbury Bournvita.


SALES PROMOTION:

In 1990s, a set of counters and dice were included free in each promotional pack.

The brand also came up with the scheme of extra Bournvita for the same price.