Rahul Dravid emphasises significance of ‘D for Dreams’ in new Bournvita commercial

The campaign aims to inspire youngsters to spend more time in the sun, in addition to brushing up on their cricket abilities with Rahul Dravid.

Bournvita, a Cadbury brand of malted and chocolate malt drink mixes, has partnered with Rahul Dravid, former Indian cricket captain and World Cup-winning coach, for its latest campaign, ‘D for Dreams’.

The initiative aims to make playing in the sun a joyful experience for children.
Whether a youngster wants to be an athlete or not, Vitamin D is an important contributor to bone strength. Nevertheless, research and studies continue to show that Vitamin D insufficiency is common among youngsters, which can lead to a variety of health problems, including bone and muscular weakness (National Nutrition Survey 2016-18).

The ‘D for Dreams’ campaign attempts to inspire youngsters to spend more time in the sun, which is a natural and essential source of Vitamin D, in addition to brushing up on their cricket abilities with the assistance of none other than Rahul Dravid.

At the centre of an appealing AI tool is the message that Vitamin D, which is also found in Bournvita’s scientific recipe and provides 50% of the daily Vitamin D need, not only supports the health of a kid but also his or her dreams.

Nitin Saini, Vice President, Marketing, Mondelez India, said, “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 & Kainaz Karmakar – Chief Creative Officers, Ogilvy India, said, “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 personalised training from Rahul Dravid. Activated by Al, this campaign will help kids achieve Vitamin D sufficiency and become champions of tomorrow.”

Shekhar Banerjee, chief client officer and office head, West, North & East, Wavemaker India, said, “For the DFor 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 NoBroker Hood and enhance 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.”

Related Articles

Latest Articles