Bournvita, a leading health drink brand, has launched an exciting new campaign called “D for Dreams.” This initiative features cricket legend Rahul Dravid, who encourages children to spend more time playing in the sunlight. The campaign aims to make outdoor play an exciting avenue for kids, emphasizing the importance of Vitamin D for bone strength and overall health.
Research and studies, including the Comprehensive National Nutrition Survey 2016-18, highlight the widespread issue of Vitamin D deficiency among children. This deficiency can lead to various health concerns, such as bone and muscle weakness. The “D for Dreams” campaign seeks to address this problem by encouraging children to get more natural sunlight, a crucial source of Vitamin D, while also enhancing their cricket skills with the guidance of Rahul Dravid.
At the core of the campaign is an engaging AI tool that reinforces the message that Vitamin D, also present in Bournvita’s scientifically formulated drink, meets 50% of a child’s daily Vitamin D requirement. This nutrient is essential for not only supporting a child’s health but also fueling their dreams and ambitions.
Nitin Saini, Vice President of Marketing at Mondelez India, expressed enthusiasm about the partnership with Rahul Dravid. “We are thrilled to partner with cricket icon Rahul Dravid for the ‘D for Dreams’ campaign. As a brand that’s always advocated holistic development, we believe this engaging experience will help kids and parents work in the same direction with more ease and a lot more excitement as they learn different strokes from the legend first-hand.”
Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers at Ogilvy India, shared their thoughts on the campaign. “Bournvita has always partnered with parents to give the best for kids. With growing Vitamin D deficiency from lack of outdoor play, we needed to give kids a strong reason to keep down devices and step outside. And what better reason than the opportunity to live the dream of getting trained by a legend? Bournvita ‘D for Dreams’ made Rahul Dravid the personal trainer of millions of kids with the use of highly advanced AI. Our ECD, Akshay Seth’s idea, lets kids use time in the sun as currency to get personalized training from Rahul Dravid. Activated by AI, this campaign will help kids achieve Vitamin D sufficiency and become champions of tomorrow.”
Shekhar Banerjee, Chief Client Officer and Office Head at Wavemaker India, emphasized the campaign’s strategic approach. “For the ‘D for Dreams’ initiative, our goal is to encourage parents to support our cause by leveraging personalized communications and immersive experiences. We are advancing the brand’s ‘Vitamin D ki Taakat’ proposition with some unique platform partnerships like NoBrokerHood and enhancing credibility by onboarding faces like Ajinkya Rahane and mom influencers to motivate parents to encourage their kids to play outside and develop their cricket skills.”
The “D for Dreams” campaign leverages advanced AI technology to create a personalized training experience for children. By spending time in the sun, kids can access tailored cricket training sessions from Rahul Dravid. This innovative approach not only promotes physical activity and outdoor play but also provides an exciting and educational experience for children.
Bournvita’s “D for Dreams” campaign with Rahul Dravid is a pioneering initiative that combines health, education, and entertainment. By addressing the critical issue of Vitamin D deficiency and promoting outdoor play, the campaign inspires children to embrace a healthier lifestyle while chasing their dreams. This innovative and engaging approach highlights the importance of sunlight and physical activity in children’s development, making it a truly impactful campaign.
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