Bournvita has partnered with cricket legend Rahul Dravid to launch the ‘D for Dreams’ campaign. This initiative aims to address the widespread issue of Vitamin D deficiency among children while nurturing their cricketing aspirations.
The ‘D for Dreams’ campaign offers an extraordinary opportunity for children to receive personal cricket training from Rahul Dravid. Known for his impeccable technique and legendary ‘square cut’ shot, Dravid’s involvement promises an enriching experience for young cricket enthusiasts. Through advanced AI technology, children can engage in personalized training sessions with the cricket icon, making their practice both educational and exciting.
A significant focus of the campaign is to encourage children to spend more time outdoors, thereby increasing their exposure to sunlight and improving their Vitamin D levels. Vitamin D is crucial for bone health, which is particularly important for young, active children. Research indicates that many children suffer from Vitamin D deficiency, leading to potential health issues such as weak bones and a higher risk of fractures.
Nitin Saini, Vice President of Marketing at Mondelez India, expressed his enthusiasm for the campaign, stating, “We are thrilled to partner with cricket icon Rahul Dravid for the D for Dreams campaign. As a brand that’s always advocated holistic development, we believe this engaging experience will help kids and parents work in the same direction with more ease and a lot more excitement as they learn different strokes from the legend first-hand.”
The creative minds behind this campaign, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers at Ogilvy India, highlighted the dual purpose of the initiative. “Bournvita has always partnered with parents to give the best for kids. With growing Vitamin D deficiency from lack of outdoor play, we needed to give kids a strong reason to keep down devices and step outside. And what better reason than the opportunity to live the dream of getting trained by a legend? Bournvita D for Dreams made Rahul Dravid the personal trainer of millions of kids with the use of highly advanced AI. Our ECD, Akshay Seth’s idea, lets kids use time in the sun as currency to get personalized training from Rahul Dravid. Activated by AI, this campaign will help kids achieve Vitamin D sufficiency and become champions of tomorrow.”
Shekhar Banerjee, Chief Client Officer and Office Head, West, North & East, Wavemaker India, emphasized the importance of parental involvement in the campaign. “For the DForDreams 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 some 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.”
The ‘D for Dreams’ campaign is a remarkable blend of health advocacy and sports training. By combining the nutritional benefits of Bournvita with the inspiration and expertise of Rahul Dravid, this initiative promises to make a lasting impact on the lives of young cricketers. As children spend more time in the sun and hone their cricket skills, they will not only improve their Vitamin D levels but also chase their dreams of becoming future cricket stars.
