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Bournvita
Bournvita is another brand in the milk additives category (see the chapter on Boost or Horlicks for more details). The brand was launched in 1958 in the malted beverages segment (MBA Rendezvous, 2019; Super Brands India, 2004) and possibly did not grow as much as the leading brand in the category over the years. Nonetheless, the Bournvita campaigns, in their 70-year-old journey in India, have a few conceptual messages. Bournvita was earlier owned by Cadbury (Cadbury had a chocolate-flavoured health drink). Essentially, it combined taste with nutrition as a proposition to position itself to children.
During the 1970s, Bournvita had a campaign ‘goodness that grows with you’ (Rainu, n.d.; Super Brands India, 2004). Then, in the 1980s, ...
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