MAM
Mondelez India expands its presence into the morning snacking space with Bournvita Fills
DELHI: Mondelez India, the makers, and bakers of some of India’s favourite snacking brands – Cadbury Dairy Milk, Bournvita, Oreo, etc., has expanded its morning snacking presence, with the launch of Bournvita Fills. The company is expanding its legacy and much-loved brand – Bournvita into the morning snacking space – another foray after Bournvita Biscuits. This innovative new avatar of Bournvita, is a nourishing morning snack which provides the nutritional benefits of Bournvita of strong bones, strong muscles and active brain and fuelling the morning snacking needs of the nation.
Commenting on the launch, Mondelēz International president – India Deepak Iyer says, “For more than 70 years, our products have delighted consumers, both at an emotional and a functional level. Bournvita continues to play a crucial and trusted role in consumers’ lives. A few years back, the brand extended successfully into morning snacking occasion with the launch of Bournvita Biscuits. Today as part of the same strategy the brand is expanding its presence in the morning snacking occasion through the launch of Bournvita Fills – an easy to eat and nutritious snack that can be had with or without milk. We see tremendous opportunity for this product and are excited about the role it will play in the lives of our consumers.”
Mondelez India associate director – marketing (gums, candies, beverages & meals) Inderpreet Singh added, “Bournvita has been one of India’s most trusted brands, for more than 70 years now, and it continues to meet the nutritional needs of the nation with an array of offerings. Banking on the brand’s equity and trust, the launch of Bournvita Fills is yet another wholesome offering that will add value to the lives of our consumers through its nutritional composition & delicious taste – especially in today’s day and age when consumers are increasingly leaning towards snacking options that are healthier.”
With Bournvita Fills, the company is not only offering consumers more choice but also empowering them to snack right, bringing alive the company’s mission to provide the right snack, for the right moment, made the right way. Continuing to rely on India’s much loved and trusted brand Bournvita’s 70 years old legacy, Mondelez India aims to continue to ride the wave of innovation by introducing such offerings and adding to its progressive snacking portfolio.
The launch will be supported by a high decibel integrated marketing campaign, devised to garner maximum awareness on the new product. Bournvita Fills is priced at Rs. 10 for a small pack (18 gms) and Rs. 170 for a large pack (250 gms) and is all set to hit the shelves in the markets of Andhra Pradesh, Telangana and Maharashtra in the initial phase, followed by a pan-India launch in the coming months.
Brands
MS Dhoni joins Cars24’s Crashfree India as Goodwill Ambassador
Cricketing legend lends his voice to the fight against road fatalities in India.
MUMBAI: MS Dhoni has traded his cricket whites for a new kind of captaincy, one that aims to save lives on India’s roads. The former India captain has been appointed Goodwill Ambassador for Crashfree India, Cars24’s national road safety initiative. The move brings one of the country’s most trusted and disciplined public figures to a cause that desperately needs both credibility and urgency.
India continues to record the highest number of traffic fatalities globally. In 2024 alone, 1,80,000 people lost their lives on Indian roads, one every three minutes. The country has roughly 1% of the world’s vehicles but accounts for 11 per cent of global road deaths. Shockingly, 66 per cent of those killed were between 18 and 34 years old, the most productive age group, and nearly 10,000 were school students. Seven in ten fatalities were linked to overspeeding.
Dhoni, known for his calm judgment under pressure, did not mince words when speaking about the issue. “A vehicle gives you freedom, but it also gives you responsibility,” he said. “On our roads, too many people still see safety as a rule to follow only when someone is watching. That mindset has cost us far too much.”
He added: “We already know what is going wrong. We know how many lives are being lost. What we need now is not more excuses. We need more responsibility, more discipline, and more respect for life.”
For Cars24, the association goes beyond a celebrity endorsement. Founder and CEO Vikram Chopra described Dhoni’s involvement as a game-changer: “His understanding of Indian roads is grounded in lived experience. He holds us to a higher standard and his involvement challenges us to push this mission further.”
Crashfree India aims to shift the national conversation on road safety from reaction to prevention, from accepting deaths as routine to treating them as the urgent failure they are. With Dhoni on board, the initiative gains a powerful, trusted voice that transcends statistics and connects directly with millions of Indians.
In a country where dangerous driving is too often mistaken for confidence, Dhoni’s message is refreshingly clear: true strength lies in control, discipline, and respect for life. When one of India’s most respected captains decides to lead this fight, the conversation suddenly becomes much harder to ignore.
The roads just got a new captain. And this time, the goal is not to win a trophy but to save lives.
