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Social connect drives dairy advertising

05-August-2013
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Social connect drives dairy advertising

Aligning itself with a social initiative this time, Nestle India launched a digital campaign to promote awareness about breast feeding.

The ‘Super Baby’ campaign highlights the importance of breast feeding and intends to spread the message far and wide. In lieu of the awareness campaigns executed by the government around this subject, Nestle’s initiative also intends to address the issue of malnutrition among the newborns. 

The Indian Dairy industry originated in the pre-independence period and has always been associated with pride and culture of the country. Thus, top industry brands are often seen undertaking public interest issues to strengthen their brand communication and find a deeper connect with the audience.

Taking the social route to connect
India is the world’s largest milk producing country and the Indian dairy industry took birth with the large scale production of milk to streamline the production and distribution process. It was during this restructuring of the diary industry that brand Amul was established. Amul always possessed the social edge of being the source of livelihood for innumerable farmers. The proposition was only strengthened by the ‘Amul Story Manthan’ campaign which became a huge hit.
 

The brand now follows the ‘topical’ strategy and has managed to take a stand on many contemporary social issues in its own unique manner.

Dominating the dairy industry currently are brands such as Amul, Nestle and Mother Dairy. While Amul rules with its strong social connect, Mother Dairy was seen creating an emotional connect with its ‘Maa Jaisi Koi Nahi’ campaign. The campaign glorified a mother’s love and thus created a direct connect with the importance of ‘the’ woman of the house.

In its digital initiative, Nestle manages to strike the social chord immediately. The campaign is promoted across Facebook, Twitter and YouTube and also has a special YouTube channel. A super baby video across social pages attracts users to address the issue of malnutrition among infants.

To promote the Super Baby campaign, users have to access the Super Pledge page wherein they can make their contribution. With every pledge, a transparent image of a mother feeding her baby gets coloured.

Users can also access Nestle’s Start Healthy, Stay Healthy page which guides to be mothers in pregnancy and later in all the phases of their child’s growth – birth to toddler.

Going social was the route picked by Amul in its early days. Thus, the Indian dairy sector is usually seen tapping social issues or yanking the emotional chain, and the proposition has been successful so far. Nonetheless, new entrants in the game including Danone might be seen changing paths.

The compact dairy industry functions at a high level of competence. Thus, with brands banking on the social and emotional connect – Nestle seems to be on the right track with its Super Baby campaign. The digital initiative justifies the investment as well, because the medium gives the opportunity to explore, which might be costly on television. However, the campaign will truly win the race if the brand manages to equate itself with breast feeding awareness and sets the much-needed example to address malnutrition among infants.

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