INDIA – Danone India, a leading food and beverage company, has introduced a digital campaign to promote its recently launched product, AptaGrow, designed to address the nutritional needs of children aged 3-6 years.
The digital campaign focuses on the importance of nutrient absorption, especially for holistic child development.
According to the company, AptaGrow, formulated with prebiotics and 37 essential nutrients, plays a crucial role in enhancing nutrient absorption in children.
Research done by health associations revealed that approximately 40% of children under 5 in India fail to reach their full growth potential, necessitating a solution like AptaGrow.
The digital campaign comprises two designed digital films that show the significance of prebiotics in improving nutrient absorption.
“Emphasizing AptaGrow’s unique blend of prebiotics, the campaign goes beyond physical attributes, highlighting its role in supporting emotional and cognitive well-being.”
Sriram Padmanabhan, Marketing Director at Danone India, stressed the campaign’s objective to address evolving lifestyle preferences and challenges affecting children’s growth.
In addition, an independent survey from analysts revealed that 69% of mothers expressed concerns about their children’s growth, with 73% attributing it to poor nutrient absorption.
Meanwhile, in addition to the digital campaign, AptaGrow introduces the Growth Chakra tool, endorsed by doctors and validated by 100 mothers’ feedback.
This tool assesses aspects such as height, weight, immunity, and overall well-being, providing insights into areas requiring improvement. A personalized diet plan through a WhatsApp bot addresses these needs.
Speaking on the launch of AptaGrow in 2021, Mr Himanshu Bakshi, Managing Director, Danone India, emphasized the company’s commitment to innovation and meeting nutritional needs at every life stage.
“AptaGrow, with its scientifically designed formula, addresses the concerns of mothers regarding their children’s nutrition intake, promoting healthy eating habits from an early age,” he said.
“AptaGrow, a health drink available in Tasty Chocolate and Vanilla flavours, addresses the dual burden of under and overnutrition in Indian children.”
He additionally highlighted that the product includes 100% milk protein and calcium for height gain, prebiotics, and essential vitamins (A, C, D) for immune health, and DHA, Iron, Folic Acid & Iodine for brain development.
“The product is available in Andhra Pradesh, Telangana, and West Bengal through leading modern trade stores, local stores, pharmacies, and e-commerce platforms like Amazon, Big Basket, and PharmEasy in 400g packs.”
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