Rahul Dravid urges kids to enjoy sunlight in Bournvita campaign

Bournvita has launched a new campaign titled 'D for Dreams,' where children receive personal training from cricketing legend Rahul Dravid. This campaign aims to make playing in the sun an exciting activity for kids. Whether or not a child aspires to be an athlete, Vitamin D is essential for bone strength.

Research and studies, including the Comprehensive National Nutrition Survey (2016-18), indicate a prevalence of Vitamin D deficiency among children, leading to various health concerns, including bone and muscle weakness. The 'D for Dreams' campaign encourages children to spend more time in the sunlight, a natural and vital source of Vitamin D, while improving their cricket skills under the guidance of Rahul Dravid. The campaign also highlights that Bournvita's scientific formula provides 50% of the daily Vitamin D requirement, supporting a child's well-being and dreams.

Nitin Saini, Vice President of Marketing at Mondelez India, expressed excitement about partnering with cricket icon Rahul Dravid for the 'D for Dreams' campaign. He stated, “As a brand that has always advocated holistic development, we believe this engaging experience will help kids and parents work together with more ease and excitement as they learn different strokes from the legend first-hand.”

Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers at Ogilvy India, added, “Bournvita has always partnered with parents to provide the best for kids. With the growing Vitamin D deficiency due to lack of outdoor play, we needed to give kids a strong reason to put down their devices and step outside. What better reason than the opportunity to live the dream of being trained by a legend? The 'D for Dreams' campaign, with its advanced AI, makes Rahul Dravid the personal trainer of millions of kids. Our ECD, Akshay Seth's idea, allows kids to use time spent in the sun as currency to get personalized training from Rahul Dravid. This campaign will help kids achieve Vitamin D sufficiency and become champions of tomorrow.”

Shekhar Banerjee, Chief Client Officer and Office Head for West, North, and East India at Wavemaker, added, “For the 'D for 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 unique platform partnerships like NoBrokerHood and enhancing 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.