Danone Nutricia Parvarish 2014-15: A Series of Engaging, Educational

Initiatives for Mothers

Parvarish Facebook Page

Facebook is an absolute essential for all brands today. Given that Danone Nutricia Farex is legally prohibited from communicating with consumers, i.e. moms, they faced an even more pressing challenge to engage and earn brand recognition and loyalty on Facebook.

In light of this, Parvarish’s

Facebook page became the perfect mom-engagement, knowledge-sharing platform for Danone. As a policy, the page does not comment on in-house brand or others. Topics range from a variety of mom-baby care issues to healthy nutrition for mums and babies.

For instance, here are among the

best performing posts on the page.

In 5 short months since the page’s inception (in November 2014), it has grown to 40,000 fans and counting. We regularly exceed Danone’s expectations of rise in month-on-month page likes with high engagement rates, and numerous moms reaching out to us via daily comments and queries.

The page was launched along

with the Sanjeev Kapoor baby-food recipe series. We continue posting these recipes on the page from time to time, and enjoy the surge in engagement and feedback they bring.

Parvarish Facebook Page

Facebook Contest From December 9-22, 2014, we organised a fortnight-long baby food recipe contest. Moms could send in their entries and stand to win Babyoye vouchers and a chance to be featured in the second edition of the Sanjeev Kapoor recipe book. The process followed was this: Moms would enter recipes in an especially created contest app, or on the timeline, in our messages and comments. The entries would then be designed as standalone recipes and uploaded back on the page, so it could get likes and shares that day itself. Higher the likes/shares, greater were the chances to win. These remain in our gallery for other moms to reference.

Parvarish Facebook Page

Here are some contest achievements:

146 Recipes received

4,508 New page likes (taking page likes from 16,234 to 19,633)

23,673 New page engagements

3,11,318 Total page reach

Moms can access these recipes at: https://www.facebook.com/nutriciaparvarish/photos_stream

Parvarish Facebook Page

Parvarish Recipe Books by Sanjeev Kapoor

A major part of ensuring great upbringing is raising babies on the right foods. New moms generally know which foods to avoid, but know very little about which foods to start with or how to graduate to newer and more complex dishes. Besides, there’s always some degree of monotony in the baby-foods we traditionally create.

We believe our two-volume set of baby-food recipe

books by Sanjeev Kapoor was a paradigm shift in baby care communication, more so since it was a non-profit initiative. Copies of these recipe books (offering 30 recipes in all) have been distributed free-of-cost, as a gesture of goodwill by Danone in clinics across the country, as a move to promote the brand’s idea of healthy and happy babies. Each recipe – whether savoury or dessert – is accompanied by a nutrition chart that informs mothers how each dish is nutritious for their babies.

We have our sights set on an extended series of

regional baby-food recipe books featuring a distinct variety of celebrity chefs and culinary experts.

Parvarish Nutrient Stories – Nutri9 Heroes

Making well-balanced and nourishing food for babies, as every new mother knows, is easier said than done. Not only do mothers worry about which foods to include in baby’s diet to improve immunity, but also when and in what form.

To educate mothers about nutrition issues, we have

created a set of fun, interesting nutrition mascots, ‘Nutri9 Heroes.’ Through in-clinic collateral like leave-behinds and standees as well as an animation film that will be promoted on social media, these characters will engage mothers in an easy-to-follow, informative way and clarify their concerns about including all necessary nutrients in home cooked meals for their babies.

The set of 12 mascots, one for every month,

represent macro and micro nutrients that are key to strong immunity. Each one of them have different personalities and a unique message about their roles in making babies healthy and happy.

Parvarish HCP App

In tune with Parvarish’s motto as a knowledge sharing initiative, the HCP App provides users/readers with the latest news and developments in the area of maternal and child care and nutrition.

A perfect tool for the community of pediatricians and gynecologists in India, the app is a knowledge-sharing platform where senior and experienced Indian and international doctors share various advancements in the field by way of videos, audios and presentations, updated on a monthly basis.

LBW KMC Module

We helped Danone develop a new line of communication for its low-birth weight product.

Our communication emerged from the idea that preemie babies need more than right nutrition for catch up growth. Kangaroo Mother Care, which quite literally uses the power of cuddle to guide preemies to health, has shown positive results around the world.

Z-cards, information leaflets, and baby slings that are used to practice KMC have been part of this knowledge-sharing module.

Other Work Launch of new packs and formulation for IFFO and cereals – films, ‘cards of change,’ leaflets and

other collaterals.

Launch of a texture kit for the cereals product – We designed a sampler kit so doctors could taste and experience the evolution of textures in the Farex range. The range starts with smooth textures for younger babies, gradually becoming more textured for growing babies.