MilkLane Encourages Moms to Let Kids #GrowUpEasy

Bengaluru-based MilkLane, announced its newest addition, a category innovation for kids, Nutrinos. Following a virtual event led by celebrity mother Raveena Tandon and Mr. Gaurav Haran, CEO, MilkLane, the brand today, released a film bringing the made-for-kids dairy product to life. The film shows a playful side to nutrition with a healthy twist. Available in three kid-friendly flavours and fortified with Calcium, Vitamin A&D and Protein, Nutrinos supports children in their growing years while encouraging moms to let them #GrowUpEasy.

We all know that kids are fussy eaters with unique taste buds. They are more inclined to eating food that looks appealing and is presented to them in a fun way. Building on the insight that moms today are struggling with giving the right balance of nutrition to enable kids to #GrowUpEasy, Nutrinos comes in as a solution that is loved by kids and approved by moms.

Kids currently do not have a tasty dairy option in the market and dairy is an important source of calcium, vitamins and protein for them. With this in mind, Nutrinos, available in three flavours banana, strawberry and mango has been formulated by sourcing the highest quality milk and applying international processing standards. The product has been created with over 18 months of R&D to ensure the perfect taste and quality ingredients for kids that suit their tastes and preferences. It has been developed by dairy and nutrition experts across India, Switzerland and Germany using the choicest of high-quality ingredients - milk, real fruits, good bacteria and more. It also meets a significant percentage of the Recommended Dietary Allowance (RDA) by WHO ensuing the right nutrition for kids in a scoopable format.

Adding on a fun twist, the brand’s message of health is also supported by three mascots- Vita, Calci, and Proto who add a relatable and educational connect by teaching kids the importance of nutrition, and encouraging moms to let kids #GrowUpEasy

Speaking on the launch Mr. Vivek Sharma, Chief Marketing Officer, MilkLane, “Nutrinos is a fun-loving brand designed to encourage kids to #GrowUpEasy and moms to let them. Currently, the product is available at supermarkets and ecommerce platforms in Bangalore, and is designed primarily for the kids in the age group of 3 to 8 years. Nutrinos helps address a mother’s concern of delivering the right kind of nutrition to her kids. To make the messaging more relatable, we have introduced three mascots – Proto, Vita, Calci to communicate the right message of nutrition to kids in a relatable way through a 360 degree consumer campaign which includes influencer engagements, jingles and digital content. Each mascot has a unique role to play—Proto talks about muscle growth, Calci talks about strong bones and Vita with a shield talks about immunity. ”

Mr. Charles Victor, Executive Director, Law & Kenneth Saatchi & Saatchi added, “Kids nutrition is a wonderful category for us to be involved with. It is dynamic and challenging as kids’ tastes are continuously evolving. Keeping this in mind, the strategic thought for the brand was to share the message of having kids grow up easy and be themselves. That energy and playfulness is reflected in the visual language, identity and films for Nutrinos. We’re thrilled to partner Nutrinos on this journey of adding fun and excitement into the lives of kids along with a vital dose of nutrition.”

Credits:

Agency: Law & Kenneth Saatchi & Saatchi Pvt. Ltd.

Executive Director: Charles Victor

National Creative Director: Kartik Smetacek

Executive Director, Strategic Planning: Snehasis Bose

Senior Vice President: Sharon Picardo

Account Management Team: Mansi Thakur, Ameya Dalal and Ganesh Hegde

Director: Jayant Hadke

Production House: Famous House of Animation

Producer: Jayant Hadke