#GetTheMessage : Cadbury Bournvita’s digital-first campaign


Cadbury Bournvita, India’s favorite and most popular malted and nutrition food drink, which also has a fair legacy, rolled out its digital-first campaign ‘# Get the message’ by taking into consideration the current pandemic situation.

The current situation and lockdown have badly affected the mental as well as the physical health of children. The over-dependence on the gadgets also created an invisible virtual world around them. The main aim of the campaign is to raise awareness among the kid’s mental, psychological, and also emotional well-being. They also partner with parents in this long journey.

The brains behind this new campaign are Ogilvy India and the mental health organization, The MINDS Foundation.

Ogilvy India and Cadburys Bournvita also made a creative attempt to get the positive attention of all the audiences through an AI-powered chat BOT. With the help of this innovative disruption, the campaign tries to find out the awareness levels of various audiences and also deliver content that is customized accordingly.

While throwing light on the campaign Inderpreet Singh, Associate Director – Marketing (Beverages, Meals, Candies & Gums), Mondelez India expressed his opinion on the physical and mental stress the children face due to this pandemic and the subsequent lockdown. Physical, as well as social isolation, also hurt their mental health. The team is trying to execute new ideas and also resources for parents and thus breaking the taboo around this topic

There is a website that is mainly dedicated to this campaign together with a 24/7 round-the-clock helpline that is toll-free. The website helps the parents keep an eye on the mental well–being and growth of their children and also helps & provides them with needful resources to sensitively handle the emotional as well as the mental state of the children. This will make the children capable to tackle the challenges that they are facing nowadays.

The team is trying their best to help the children get out of this current hard situation.

Cadburys Bournvita and The MINDS Foundation, an NGO founded in 2010 tries to create a world in which everyone will have equal access to all the resources they deserve.

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