Children’s growing screen time was driving India’s Vitamin D deficiency. Cadbury Bournvita, known for championing children’s growth, embraced screen behaviour, building on its new comms “Vitamin-D ki Taakat(Power of Vitamin-D- D)”, moving from story-telling to enabling story-doing.

To inspire change, the brand partnered with the Indian Cricket Team Head Coach, Rahul Dravid. Timing couldn’t have been more resonant: under his leadership, India had just won the T20 World Cup.

For millions, he wasn’t just a cricketing icon, but a symbol of guidance and credibility. We used the power of AI to access millions of kids with Dravid’s personalised coaching via a microsite, turning sun exposure into a goal, not a chore.

Using media and AI, Bournvita turned screens into part of the solution, promoting outdoor cricket play, while a multichannel strategy connected with parents via digital, community apps, and trusted influencers.

The campaign delivered 952Mn+ impressions, 77.7Mn reach, and 7.9Mn clicks, sparking a nationwide movement.

Submitted by Wavemaker