Danone India's AptaGrow aims to educate about effective nutrient absorption in kids

Danone India has launched a digital campaign after the nationwide launch of AptaGrow. 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.

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.

According to the brand’s press statement, AptaGrow is formulated with prebiotics and other nutrients. In line with this, the two digital films/ DVCs have been curated to focus on the significance of prebiotics in improving nutrient absorption. It aims to emphasise that AptaGrow which is formulated with 37 nutrients including a blend of prebiotics enhances the absorption of essential nutrients.

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, AptaGrow has also introduced a tool – Growth Chakra, aiming to help mothers measure and understand her child’s holistic growth needs. This screening tool aims to help 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.

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