As a brand that places progressive parenting at its core, Cadbury Bournvita, India’s favourite malted food drink and a legacy nutrition brand recently rolled out #GetTheMessage, a digital first campaign aimed at raising awareness around kids’ mental and emotional well-being and partner with parents in this journey. The campaign was conceptualized and brought to life in partnership with creative agency Ogilvy India, media agency Wavemaker India and mental health organization, The MINDS Foundation. #GetTheMessage puts a spotlight on the neglected topic of children’s mental and emotional health. Going much beyond the norm of raising awareness, the campaign lent a hand of support through its ChatBOT that helped the parents identify and reach the right help needed for their children.
The media partner Wavemaker leveraged technology to drive [email protected] and encouraged an active dialogue with parents. The seamless consumer journey between paid media and the chatbots ensured higher engagement, provided a safe space for concerned parents to have a conversation about their children’s mental health and increase their understanding on the same.
The ChatBOT reached 1Mn+ parents in a month, resulting in 50000+ hours of meaningful conversations. In addition, the campaign lends itself with a dedicated website www.mannkitayyari.in and a 24/7 toll-free helpline to not only help parents focus on their children’s mental wellbeing, but also provides them with resources to sensitively handle the growing mental and emotional challenges that children face these days.
Bournvita, the legacy brand that has always been at the forefront of inspiring progressive parenting, successfully took a step ahead in breaking the taboo around this sensitive topic and opened doors for conversation unexplored. The overall social media chatter clocked 3x engagement than industry benchmarks, a clear sign of parents leaning in and responding to the message. The audience reception to ‘mann’ and ‘tann’ ki shakti has been positive from the webinars conducted during World Mental Health, attracting over 4 lakhs participants in partnership with mental health experts.
The campaign was also amplified through influencer engagement, online webinars, partnerships with leading online platforms along with on-pack integration to drive awareness amongst parents.
Watch Bournvita’s recent film released on Children’s Day, because the best way to celebrate Children’s Day is, to here on, pay closer attention to their mental health. Let’s #GetTheMessage: https://youtu.be/JbskfFKA9qk
Credits: Mondelez India, Ogilvy India, Wavemaker India, Media Monks and The MINDS foundation