MONDELEZ INDIA FOOD LTD.

Objective

Objective was two-fold:

• To capitalize on the brand message of ‘Tayyari Jeet Ki’ and the importance of preparation and the film’s overall tone of grit, perseverance and the fight to win against all odds
• To energize the sales force during the period of demonetization by running a contest to meet Aamir Khan

Creative Solution

'Bournvita powers Dangal' - a TVC for Bournvita with Dangal capturing the essence of preparation.

Bournvita’s ideology of ‘Tayyari Jeet Ki’ and Dangal’s spirit of a man training his daughter against all odds to become world champion wrestlers was a natural fit. Bournvita TVC’s always has a parent going that extra mile to encourage the child to succeed in life. Hence, a TVC was conceptualized with inspiring words of Aamir Khan from the film, interwoven with visuals of the extensive training, preparation and the resilience of the daughters along with Bournvita, conveying the message of how the right nourishment plays a crucial role in 'Tayyari Jeet Ki'. This TVC was aired across major networks including Sony, Colors and Zee etc.

RESULTS

• The brand was able to sustain volumes during the period of demonetization.
• And also witnessed a share gain of 50bps in December 2016.