Results

Cadbury Bournvita with a legacy of 75yrs in supporting children's holistic development was faced with a challenge tackeling screen-led lifestyles, instead of resisting it, they embraced it. The strategy focused on using digital platforms to drive action, not just awareness. By leveraging credible channels to encourage behavioral change, they aimed to catalyze a mindset shift, making the digital space the catalyst for a healthier lifestyle. Indian children face Vitamin-D crisis, a paradox of the digital age. Bournvita strategically countered this by transforming screens from a problem into a solution. Recognizing cricket's national appeal, they partnered with Rahul Dravid to launch an AI-powered microsite. This innovative platform allowed parents to upload their children's video to the microsite, receiving personalized coaching. By gamifying outdoor play and leveraging AI, Bournvita strategically turned a health concern into an engaging experience, effectively converting screentime into a catalyst for increased sun exposure and healthier habits. Amplified awareness through high-impact mobile-first media, including YouTube Masthead, Meta, and OTTs, ensured pervasive visibility. Educate- 3 nutritionists (200k+ followers) leveraged mobile-native content. To Motivate, Ajinkya Rahane (5.2M followers) encouraged fathers via mobile-optimized social content, while 9 parenting experts/mom-influencers (3.5M followers) connected with mothers. For Persuasion, parents scanned Bournvita packs via mobile cameras, submitting videos to our microsite for instant AI/Dravid feedback. 10 lac+ personalized notifications via NoBrokerhood and on-ground activations drove mobile engagement. Additionally, we were consistently tracking the conversions to tweak our media plan to ensure higher enagagement translating to more number of children joining the initiative DForDreams deeply resonated with parents, it boosted brand penetration by 1pp and increased "Brands I Trust" score by 2 points,reaching 77.7mn parents with 87% positive sentiment and 400k+ interactions. Engagement drove 8mn clicks, 2mn microsite visits, 17k+ video uploads, and 5k personalized analyses solidifying Bournvita's trusted position in supporting children's holistic development.