The Hindu Business Line : Bournvita quiz show may be back on radio — Cadbury India plans to double its adspend in the interactive space

CADBURY India is planning to use radio as a medium for its show - The Bournvita Quiz Contest. Mr Sanjay Purohit, Director-Sales & Marketing, Cadbury India, said, "We are exploring the possibility of airing the show on radio. It will be a radio station brand with a national footprint in the country."

Having revamped its running quiz contest as Bournvita Quiz Contest — Confidence Champion, a contest that tests both knowledge and proven skills, the brand has already chosen Sony as its television partner. It is now on the look out for an FM radio brand, which will air its existing television show on radio.

"It may take a while for us to go on radio but since the quiz contest already has a national footprint in television, down the line we will be airing the show on radio," added Mr Purohit. The Bournvita quiz show originally made a humble beginning on radio many years ago. Meanwhile, the company is also planning to double its adspend in the interactive space. "We are looking at doubling our ad spends in the net and mobile space," said Mr Purohit. The Rs 900-crore chocolate major has already appointed Ogilvy Live and I-Contract to create content on the net and the mobile. "At the moment, the adspend is miniscule, however, this year we are doubling our spends in the interactive space," added Mr Purohit. Contract and O&M are already handling respective brands from Cadbury's portfolio.

More `Bytes': In its existing brands, Cadbury intends increasing its basket of snacking products under its `Bytes' brand. Having introduced an innovative sweet snack - Bytes, in the past, there are plans to increase its franchise in the market. Mr Purohit said, "Bytes is still a small brand in our portfolio and we expect the franchise to grow with more products. There may be more formats in the future and we want to make snacking a habit for consumers.'' Besides, the company also plans to launch more chewing gum brands from its international portfolio.The challenge ahead for the company is to periodically grow the category. "The economy is more robust now and the challenge is to grow the category and make people have more indulgent treats," he added.