India, May 12 2022: – After successfully making space for itself as India’s quintessential wholesome biscuit brand, Bournvita Biscuits recently rolled out its new proposition, ‘More Taakat* To You’.

Today’s parents are on a continuous search for products that can deliver the right amount of functional nutrition for their kids and the much-required vitality to go through the day. The campaign ‘More Taakat* To You’ showcases this beautifully and the role Bournvita Biscuits can play in fulfilling the nutritional needs of kids who want to constantly challenge themselves and do more.

“Since the launch of Bournvita Biscuits in 2016, it has emerged as the preferred morning snack enriched with the wholesome taste of Cadbury Bournvita. However, with changing times, we understand that kids today want to do a lot more and require extra nutrition to keep them going through the day. Addressing this, our new campaign appeals to parents looking for nutritious all-day snacking options, while bringing alive the brand’s latest proposition- ‘More Taakat* To You’.”

Sunainika Singh, Director – Biscuits & Bakes, Marketing, Mondelez India

Setting the proposition to action, the TVC opens with a conversation between an endearing mother-daughter duo in a car. While the daughter is inquisitive and asks about the surety of iron and calcium in Bournvita Biscuits, the mother gleams with a reassuring smile and continues to drive. The film then rolls to an indoor rock climbing set up wherein the daughter takes a daring leap towards another

rock to reach on the top only to look back at her mom smiling back. At this very moment, the mother instantly asks if her question is answered, bringing back the focus on the nutritional value of the biscuits.

“More Taakat to you is an expression of support and encouragement. It’s like saying ‘more power to you’ to someone in need of that extra little push. That kind of reassurance, coming from a mother for her child, is rooted in product delivery, and at the same time sets a contemporary tone of voice. Simply put, it’s the core product promise that has helped us craft a convincing brand promise. Aim is to forge a connection with young mothers, and more importantly, their go-getter children.”

Ramakrishnan Hariharan (Executive Creative Director, Ogilvy India)

This latest campaign is supported with a high decibel integrated marketing campaign including disruptive outdoor activations, partnerships with leading online platforms, influencer engagement, and strategic engagement on social media channels.

Bournvita Biscuits in its new avatar is available at all online and offline channels and is priced at INR 10 for 46.5gms Link to the film: https://www.youtube.com/watch?v=mD_BOpwXjUw

*One serve of Bournvita Biscuits gives 10% of daily iron and calcium as per RDAs for 7-9y recommended by the ICMR, 2020. As per EU Register on Nutrition and Health Claims, 2018, Calcium supports bone formation & Iron supports cognitive function and hemoglobin formation”; One Serve is 23g, 23g corresponds to approx. 5 cookies

About Mondelēz International

Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2020 net revenues of approximately $27 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, belVita, and LU biscuits; Cadbury Dairy Milk, Milka, and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100, and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ.

About Mondelez India Foods Private Ltd.

Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) has been present in India for over 70 years. The company introduced Cadbury Dairy Milk and Bournvita in India in 1948 and since then has been a leader in the chocolate category in the country. Part of Mondelēz International, the company operates in the chocolate, beverages, biscuits and candy categories in India with brands Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Cadbury Spready, Tang, Cadbury Oreo, Bournvita Biscuits, Bournvita Fills, Cadbury Chocobakes, Halls and Cadbury Choclairs Gold, etc. Headquartered in Mumbai, the company has sales offices in New Delhi, Mumbai, Kolkata, and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh, and Andhra Pradesh, in addition to a global Research & Development Technical Centre and Global Business Hub in Maharashtra and a vast distribution network across the country.

—–