Gritzo, a children’s brand by HealthKart, has rolled out a new digital campaign, “Nahi Chalega,” to challenge the status quo of kids’ nutrition and sell its new range of personalized SuperMilk. The campaign aims to educate parents about customized nutrition for kids’ overall growth and well-being.
The ad film delivers the message through a light-hearted jingle sung by a mother. Comically, she points out mismatches between siblings in the state of their clothes and accessories. An analogy to say that Gritzo believes a “one-size-fits-all” approach just does not work when it comes to the nutritional needs of children. The campaign gets across that personalized nutrition is very important in the development of a child. And that Gritzo’s SuperMilk is right for parents of any age, gender, and health objective.
Sushant Kotian, AVP and Brand Head of Gritzo, said, “The Indian Health Food Drink (HFD) market is estimated at Rs 12,000 crore.” At this stage, Gritzo enters as a challenger to change the established ways of nutrition for kids. We believe each child is different, and so is his/ her nutritional need. The ‘Nahi Chalega’ campaign urges parents to move away from standardized nutrition to select products like Gritzo, catering to the needs of their kids.”
Gritzo SuperMilk is one of the first healthy food drinks that would offer custom blends a child would need. It claims to offer double the amount of protein compared to other leading kids’ drinks, which helps bridge the protein gap in the diets of many Indian children. The formulation of Gritzo does not contain refined sugars, preservatives, artificial flavors and colors, gluten. And maltodextrin commonly found in various HFDs and potentially harming one in the long run.
Every variant of SuperMilk has a profile with 21 different essential vitamins and minerals. Including colostrum, calcium, Vitamin D3, and zinc. Of course, the ingredients in the formula will vary with what is being aimed for in the child’s growth. Such as height, weight, and general health, to satisfy the nutritional needs of each stage of development.
The “Nahi Chalega” campaign will run from mid-November till mid-December. The campaign will spread across YouTube, Instagram, and Facebook. It will also reach a wider audience through connected TVs.
ANI
