Execution

Challenge Cadbury Bournvita is one of India’s leading nutritive supplements for kids, and has been positioned as a drink that makes them sharper. The challenge was, how do you demonstrate this in a unique way? Implementation We partnered a 12-year-old to demonstrate Bournvita’s ‘sharp minds’ proposition using an unusual device – the Rubik’s cube. Using over 1,500 unjumbled cubes, this prodigy jumbled them in such a way that fifteen hours later, they resembled a 7x7 feet piece of art. Results This activity, conducted in prominent malls, created curiosity and hype among shoppers and kids. In witnessing Bournvita’s promise, firsthand, people discovered a renewed image and association with the brand. Widespread media coverage and extensive word of mouth publicity added to its scale. This activity also found its way into the ‘Alternative Book of World Records’.