MILO Ready to Drink is a recently launched cocoa-malt milk beverage with lower sugar crafted especially for growing children. The brand has unveiled its new national advertising campaign, MILO® – GROW WITH SPORTS, based on the belief that sports help imbibe life values that set the foundation for a child’s future. With this new TVC, the brand aims to underline the importance of sports in the growing years, making MILO a must-have nourishing beverage for kids, to excel in the same.
In the new ad campaign, Nestlé is building on the fact that a mother’s greatest wish is to see her child succeed and fulfil his/her potential. While she does her best to prepare the child for the life ahead, she knows that success in life needs more than skills learnt from books. Through sports, children will learn to persevere through hardship, find courage over fear, work as a team, find self-belief, be respectful, and learn how to lead.
The 45-second TVC features children participating in various sports like football, basketball, athletics, and kabaddi with a voiceover that highlights the prominence of sports in life. The video leads to a child’s victory in a race post which his mother gives him MILO to replenish his energy. Towards the end, the ad highlights the much-loved international taste of MILO RTD, based on the ingredient ACTIV-GO™, which contains PROTOMALT™, Vitamins (B2, B3, B6, B12), and minerals (Calcium, Iron, Phosphorus). MILO RTD has lower sugar with less than 10 grams of added sugar per pack (180 ml).
Speaking on the launch of the new campaign, Arvind Bhandari, General Manager, Dairy, Nestlé India, said, “We are delighted to unveil our new TVC that positions MILO as a brand that encourages participation in sports from an early stage in life. MILO believes that sports is critical for personality development and helps kids grow holistically in their formative years. We hope that mothers understand our message and nurture their children with MILO as they grow with sports.”
MILO has a rich heritage, having nourished champions around the world for more than 80 years. Every single day, approximately 2.8 million MILO RTD serves are consumed globally.
MILO ® - GROW WITH SPORTS breaks on air across prime time on national and regional TV (Tamil, Telugu, and Malayalam) as well as Facebook and YouTube from April19.