Bournvita Vitamin Dravid
Delivering personalised cricket coaching through AI, Rahul Dravid gets India’s kids and parents more Vitamin D
Challenge
With a 75-year history in India, Cadbury Bournvita, a trusted name in children's nutrition, saw what others overlooked. Vitamin-D wasn’t just a nutrient to them, instead it was fuel for kids’ dreams.
However, with kids increasingly glued to screens and mobile entertainment, their exposure to sunlight – a natural source of Vitamin D – has significantly reduced, with a staggering 60% of Indian kids suffering from Vitamin D deficiency or insufficiency.
Our brief was to use media and AI as well as Bournvita's position as a thoughtful partner in children's growth to help address the challenge, expanding market penetration and boosting brand trust.
However, with kids increasingly glued
to screens and mobile entertainment, their exposure to sunlight – a natural source of Vitamin D – has significantly reduced, with a staggering 60% of Indian kids suffering from Vitamin D deficiency or insufficiency.
Our brief was to use media and AI
as well as Bournvita's position as a thoughtful partner in children's growth to help address the challenge, expanding market penetration and boosting brand trust.
Idea
Our idea was to transform a pressing health issue into a story of dreams and determination, using India’s national sport: cricket.
We combined science, sports
and technology to highlight the importance of Vitamin D, connecting life success with every kid’s dream of personalized training from cricket legend and then-Head coach of the Indian cricket team, Rahul Dravid.
Dravid, known for his precision and
coaching expertise, resonated strongly with fathers who aspire to foster similar qualities in their children and #DForDreams would use AI to provide personalised training solutions, based on videos of them playing cricket.
The message was promoted by Ajinkya Rahane, former captain of Indian cricket team, as well as macro mom influencers and nutritionists to connect with mothers.
With NoBrokerhood, a society management app, we reached and inspired over 1Mn households in residential societies for outdoor play.
Push notifications and hyperlocal activations guided parents to participate easily by uploading their child’s cricket shots for AI-led coaching.
Results
Vitamin Dravid delivered powerful emotional and behavioral impact.
The campaign achieved significant impact:
7.9
Million mircosite clicks
Brand Health:
1pp lift in both brand consideration and “Brands I Trust” scores; remarkable in a category where shifts typically take months due to high brand loyalty, while our campaign ran for just a few weeks.
Positive sentiment jumped from 9% to 49%, with a 13pp growth in sales.
By combining AI-powered cricket training with a relevant talent like Rahul Dravid, the campaign cleverly turned kids’ screen obsession into a source of Vitamin D, resonating deeply with health-conscious parents.
In the UK we worked with the Department for Transport using pirate radio to disrupt driving habits by speaking young men's language right when it matters.
