At the current rate of share decline, Bournvita, the leading milk additive health powder, would lose its 60 years of leadership in the next 4 years. To match pace with other milk additive brands, Bournvita had adopted highly functional propositions in recent years. But what worked for competition failed miserably for Bournvita. Our scores on bonding, saliency and differentiation plummeted, all of which reflected in a declining market share.
Interacting with mothers revealed a big opportunity for Bournvita to re-invent and create aspirational codes - for the category, for our culture and parenting itself. This strategy helped re-invent Bournvita itself from a mere milk additive to a parenting partner.
The new creative idea – ‘Tayyari Jeet Ki’ (Prepare to Win), helped reverse bonding scores by a massive 24 points, registered the highest ever ‘Top of Mind’ scores in the last 4 years, accelerated our stagnant repeat user households by 14% and finally reversed our bleeding market share with a milestone 54%.
The best accolade for us however was regaining consumer trust and being recognised for infusing a new inspirational discourse in popular culture.