Brands must evolve with time and Bournvita is one such example which has undergone the process of

strategic adjustments with evolving consumer needs and wants on the one hand and competitive pressure
on the other.

1970s Mid 1980s- Good Upbringing with Bournvita & Goodness that grows with you. Bournvita being
an essential building block for children physical and mental health. It attempted to appeal to mothers in
their nurturance role.

1987 Mid 1990s Brought up right, Bournvita Bright, Shifted from Upbringing part of child to
intelligence with the most iconic of its tagline that became an anthem for the brand Tan Ki Shakti, Man
Ki Shakti - Bournvita. It introduced the concept of overall health and development of the child with
campaign emphasizing on aspects of Good Habit for child growth where only mother can understand
better prominence of good habit by giving Bournvita daily. In the period of 1992-95 period 'shakti har din
ke champion ki' when the competition was on the rise amongst children it was positioned as 'extra energy
to stay ahead'.

1998 2000- Bournvita poshan, sahi poshan, Changed the positioning on nutrition and focused on RDA
formulae with proposition of 2 cups of Bournvita for balanced nutrition. It also set up brand property
titled Bournvita Nutritional Center where nutrition experts recommended the right RDA percentage to
kids.

2001 Confidence kuch kar dikhane ka, Bournvita positioned itself to consumers as a drink with
'confidence to take on physical and mental challenges that nobody else can', resulting in one of the most
successful advertising campaigns based on Real Achievers who have grown up on Bournvita

2010 Tyaari Jeet Ki, Series of ad campaigns showing how Bournvita can help and prepare a child best for
every fight in his life. The proposition focused on physical energy and endurance

Late 2012 2013- Badhaye Doodh Ki Shakti (Increase Milk's Energy)