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In a bid to promote the content initiative, aimed at strengthening its credentials as a nutrition expert, and deepen its trust with consumers and stakeholders, Nestlé India has launched a corporate campaign comprising two TVCs.

AskNestlé is the new Nestlé India Corporate Service Brand in the form of a mobile-first website (AskNestlé.in). The platform educates how parents feed and cook for their children up to 12 years of age. AskNestlé is also India’s first AI Assistant NINA (Nestlé India Nutrition Assistant), built in association with Google.

The film takes a unique view on the evolving relationship between mothers, grandmothers and children. The two slice of life films, one on ‘Dahi Shakkar’ and one on ‘Hot food on a Banana leaf’, showcase how kids today scorn and question Indian traditions. The mother then explains and surprises them with the science behind the tradition, something she has learnt on AskNestlé.in, a service that is being backed by 150 years of nutrition expertise and R&D.

Speaking on the rollout of the campaign, Rashi Goel, VP, Consumer Communications, Nestlé India, said, “We believe that to ensure holistic growth, it is important for parents to imbibe the right knowledge and best practices to help their children inculcate the right nutritional habits. With our knowledge and expertise in the space of food and nutrition, we believe that with this platform we will be able to provide authentic and reliable information to parents. We are proud to say that the TVCs bring to life the exact essence of the thought behind the website.”

With AskNestlé, parents can access a growth tracker that enables them to track how their children are growing. The service also offers custom meal plans personalised for regional preferences and allergies and a food diary to enter what the child has eaten through the day to generate a nutrition score.

The service has bite-sized and simple content that answers daily nutrition questions – recipes, nutrition facts, tiffin recipes, tips to get fussy eaters to eat. The service also has a live chat functionality that allows consumers to chat with nutrition experts.

Alok Lall, Executive Director and India Head of McCann Worldgroup, said, “Children are inquisitive by nature and as parents sometimes we get stumped by the questions and riddles they ask. The corporate campaign, ‘AskNestlé’, is an initiative that has been developed to address the concerns and questions raised in the space of the food, health and nutrition. The campaign showcases how relationships of children have evolved with adults around them and how adults are also feeling the need to stay updated to tackle all the questions that children corner them with. The AskNestlé campaign uses light-hearted banter and engaging content, to deliver the message about the holistic bouquet of services.”

The TVCs: