Ogilvy, Wavemaker & Hogarth: Cadbury’s Bournvita Vitamin Dravid

India is facing a Vitamin D deficiency crisis among children, driven largely by increased time spent indoors on screens rather than outside in sunlight.

For Cadbury Bournvita, the challenge was paradoxical: how do you solve a health issue caused by screen addiction with, of all things, media and screens themselves? The answer lay in embracing this screen-led lifestyle rather than resisting it, harnessing technology and media as catalysts for change.

This campaign was not just about raising awareness, it was designed to spark genuine behavioural shifts through credible engagement and interactive experiences. Media became far more than a message delivery system, it became the lever driving intent, action and ultimately, a mindset change.

Cadbury Bournvita partnered with Indian cricket legend and then-Head Coach Rahul Dravid, leveraging his credibility and iconic status to inspire children and parents alike. Cricket is a national obsession in India and the perfect cultural currency to motivate people to get outside.

The cornerstone of the campaign was an AI-powered microsite where children could upload videos of their cricket shots and receive personalised coaching tips from Rahul Dravid himself. Using AI motion analysis, the technology gave kids tailored feedback as if the legendary coach was training them in real time. This gamified experience transformed outdoor activity from a chore into an exciting goal, encouraging play under the sun.

The “Vitamin Dravid” campaign successfully flipped a health crisis into a nationwide movement:

• 952 million+ impressions and 77.7 million reach, amplifying visibility on a massive scale
• 7.9 million microsite clicks and 8.33 million engagements, reflecting deep user interaction
• Brand metrics: a 1 percentage point lift in brand consideration and “Brands I Trust” scores – significant for a category where brand loyalty is traditionally slow to shift
• Positive sentiment surged from 9% to 49%

AI was the engine behind this transformation. It made the impossible possible turning every child’s dream of receiving coaching from a cricket legend into reality. By analysing uploaded cricket videos, AI gave personalised guidance, encouraging kids to take their play outdoors and into the sunlight.

The campaign didn’t just promote a product; it positioned Bournvita as a trusted partner in children’s growth, turning screen addiction into a force for good.