Danone India launches digital campaign to educate on the role of nutrient absorption in children

Furthering the nationwide launch of AptaGrow, Danone India has taken a significant leap in strengthening its toddler nutrition range by launching a digital campaign. The campaign is aimed at creating awareness around better absorption of vital nutrients in children aged 3-6 years, essential to support growth, brain development and immunity.

Mothers are increasingly prioritizing their children's well-being and strive to provide them with a balanced diet since they want the best for their children. According to credible health associations, about 40% of kids under 5 don’t reach their full growth and development potential. Therefore, ensuring effective nutrient absorption is equally important. AptaGrow, which is formulated with prebiotics and other nutrients, plays an essential role in nutrient absorption. In line with this, the two digital films/ DVCs have been thoughtfully curated to focus on the significance of prebiotics in improving nutrient absorption. It emphasizes AptaGrow which is formulated with 37 nutrients including a unique blend of prebiotics that enhances the absorption of essential nutrients, thereby supporting the holistic development of a child, beyond just physical attributes. The campaign will be prominently featured on our owned social media assets.

Speaking about the campaign, Sriram Padmanabhan, marketing director, Danone India, said, "With evolving lifestyle preferences, we recognize the challenges that hinder children's growth and development. We firmly believe that growth encompasses not only physical aspects but what also should be kept in consideration is their emotional and cognitive well-being. Based on an independent survey, 69% of mothers felt their children were not growing as per their expectation and 73% believed that poor absorption of nutrients results in poor growth. Therefore, following the successful launch of AptaGrow, we have initiated a digital campaign to raise awareness and prioritize the role of prebiotics and other nutrients in facilitating nutrient absorption during a child's developmental journey.”

Additionally, focused on addressing the concerns of the parents regarding their children's overall growth and development, AptaGrow has also introduced a first-of-its-kind tool – Growth Chakra (https://www.danone.in/Aptagrow/growth-chakra/), to help mothers measure and understand her child’s holistic growth needs. This screening tool helps mothers understand their child's holistic growth and development aspects like height, weight, immunity, and overall well-being. The tool indicates areas where a child requires improvement, while the diet plan offered via WhatsApp bot assists in addressing these needs. The tool is verified by doctors and reviewed by 100 moms.

AptaGrow stands as a testament to Danone’s commitment towards raising awareness about the importance of providing adequate nutrition, particularly during a child's foundation years.