Furthering the nationwide launch of AptaGrow, Danone India has launched a digital campaign for the same. 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.

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 tool – Growth Chakra to help mothers measure and understand their 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.