Nangrow: Lockdown Repurposed

Ankit Vohra, Jitender Dabas

To grow awareness, consideration and trial in India, toddler milk drink Nangrow crafted a digital ecosystem that got parents to consider it as a key partner in their children's growth.

Campaign details

Brand: NangrowBrand owner: NestléEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: FoodMedia channels: Social media, Video on demand, Content marketing, Competitions & contests, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

The 2020 lockdown in India was an anxious time for parents of 2-5 year olds. Their children were cordoned off from the outside world during a period critical for growth and development. Nestlé’s toddler milk drink brand, Nangrow, decided to pivot its brand promise from just providing wholesome nutrition...

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