Danone India’s brand Dexogrow has released a TVC focused on the importance of cognitive development in children. The campaign urges parents and caregivers to support their child’s mental growth through informed choices.
With the tagline ‘Desh Dimag Se Banta Hai’, the campaign highlights that a nation's progress depends on developing sharp minds and confident thinkers. It stresses the role of daily choices, especially nutrition, in supporting cognitive development.
Speaking about the campaign, Danone India, spokesperson said, “India's future hinges on the well-being of our children, yet we face a silent crisis where 67.1% of children grapple with iron deficiency and anemia. This isn't just a number, it’s a silent crisis that hampers a child’s growth, learning, and overall development. The alarming reality is that despite its widespread prevalence, awareness about iron absorption and its critical impact remains staggeringly low. Our Dexogrow campaign champions a child’s merit and mental agility, reminding us that true potential stems from good health and cognitive strength. It’s not just about a product—it’s about empowering parents and giving every child the chance to thrive.”
The campaign film shows a couple going through the school admission process. Faced with options like nepotism and bribery, they choose to rely on their child’s merit and mental ability. The campaign encourages parents and educators to support critical thinking and independent learning in children.
Dexogrow contains Iron Biotics, designed to support three times better iron absorption, which helps with cognitive development in children. It includes 36 essential nutrients and has no added sucrose, preservatives, or artificial flavours and colours.
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