A continuous and relevant engagement with the consumers is absolutely essential in the life cycle of a brand. Cadburyâ€™s Bournvita has managed to do so and the name has grown into the consciousness of Indians. Giving the brand a shot in the arm is the return of Bournvita Quiz Contest to mark the latterâ€™s 40th anniversary and the brand is, quite literally, on everyoneâ€™s fingertips. By launching the first-of-its-kind â€˜second screenâ€™ concept for a quiz show in India, Bournvita Quiz Contest has widened its reach even further and enables anyone with internet access & smart phone to play along live.
To participate live, people need to download the IndiaPlaysBQCapp on their smartphones or tabs from either playstore for Android or iTunes for apple devices. Post downloading it, they need to login into the same using their social credentials from Facebook or Twitter. Then, while the viewer watches the show he or she can play along by answering questions in real time on the IndiaPlaysBQC app.
By driving innovation in customer engagement of this kind, Bournvita has managed to create value for the brand yet again. By making the brand more personal and participative, Bournvita has renewed its relationship with the consumers.
On the occasion of BQC celebrating 40 years and launching its new and unique concepts, Narayan Sundararaman, Category Director â€“ Beverages, Candy, Consumer Insight and Strategy, Cadbury India, said,â€œBournvita Quiz Contest is a quiz show that was created with the idea of creating a healthy competitive environment for children to learn and grow. Over the past four decades, BQC has always worked towards inculcating values such as intelligence, team spirit and healthy competition which are in sync with the goals parents set for their children. As BQC turns 40 this year, we decided to make the show even more special by thanking all the fans for their unconditional support over the years. We wanted the entire nation to be a part of the celebrations by â€˜playing alongâ€™ as the show goes on-air. By providing unique features such as â€˜India plays along,â€™ we are confident of fulfilling the aspirations of the youth and millions of others across the nation.â€
Itâ€™s this consumer-connect that Cadbury is hoping to cash in on. What is also helping generate interest in the show all over again is the return of the showâ€™s popular host Derek Oâ€™Brien who said, â€œI look forward to closely engaging with not only the contestants but also, millions of viewers across India through newer and enhanced communication platforms.â€
To take the communication even further, the Quiz contest has something in store for fans on Facebook and Twitter. They have launched a feature that will enable users to take quizzes on their timelines and on Twitter; there will be weekly â€˜Tayyariâ€™ quizzes. A pop-up book on the official website will give fans a walk down memory lane, that traces the show right from the days it was aired on radio to its entry on cable television and finally, to present day where it is set to take a leap by going digital. Further, on new Bournvita packs, users can scan the QR code on the packs and it will redirect them to the Bournvita Facebook page, from which they can download the IndiaPlaysBQC app as well.
Cadbury as a brand is known for establishing an emotional connect with the consumers and this time it has used the nostalgic appeal of a product to get attention.
By Rashi Bisaria