Mondelez India plans for integrated marketing campaign for Bournvita Fills
By M4G Bureau - August 28, 2020
The company enters breakfast cereals space with the launch of Bournvita Fills
Mondelez India, the makers and bakers of some of India’s favourite snacking brands, has forayed in the breakfast cereals space with the launch of Bournvita Fills. This is also an extension of brand Bournvita into the morning snacking space after biscuits.
The launch will be supported by a high decibel integrated marketing campaign, devised to garner maximum awareness on the new product. Bournvita Fills is all set to hit the shelves in the markets of Andhra Pradesh, Telangana and Maharashtra in the initial phase, followed by a pan-India launch in the coming months.
“For more than 70 years, our products have delighted consumers, both at an emotional and functional level. Bournvita continues to play a crucial and trusted role in consumers’ lives. A few years back, the brand extended successfully into morning snacking occasion with the launch of Bournvita biscuits. Today as part of same strategy, the brand is expanding its presence in the morning snacking occasion through the launch of Bournvita Fills-an easy to eat and nutritious snack that can be had with or without milk. We see tremendous opportunity for this product and are excited about the role it will play in the lives of our consumers,” said, Deepak Iyer, President-India, Mondelēz International.
Adding to this, Inderpreet Singh, Associate Director- Marketing (Gums, Candies, Beverages & Meals), Mondelez India, said, “Bournvita has been one of India’s most trusted brands, for more than 70 years now, and it continues to meet the nutritional needs of the nation with an array of offerings. Banking on the brand’s equity and trust, the launch of Bournvita Fills is yet another wholesome offering that will add value to the lives of our consumers through its nutritional composition and delicious taste- especially in today’s day and age when consumers are increasingly leaning towards snacking options that are healthier.”