Enfagrow A+ MindPro first Ramadan ad aims to fill heart with goodness & hope - MARKETING Magazine Asia


Enfagrow A+ MindPro first Ramadan ad aims to fill heart with goodness & hope

You’ve heard of “an apple a day keeps the doctor away”. Now, you’ve heard it first here, that a glass full of Enfagrow A+ MindPro a day, is filled with goodness and hope all the way.

In times when people often get caught up with the superficial aspects of Raya preparations, Enfagrow A+ MindPro’s first Ramadan ad “Segelas Kebaikan, Sepenuh Harapan” looks into the premise of every Muslim child’s first introduction to Ramadan while also serving as a reminder of giving from the heart.

A simple lesson on the goodness that will shape who they become for a hopeful future.

With the only brand** that has MFGM, Expert DHA level* and 2FL, Enfagrow A+ MindPro is the catalyst that develops children’s IQ and EQ by connecting their cognitive, affective and psychomotor abilities, social awareness and self-regulation, enabling them to apply what they learn from different real-life situations.

In this short film, we see Anzalna Nasir cultivate and  teaches her son, Eidrees core values like independence and kindness in preparation for Ramadan. During this journey, Enfagrow A+ MindPro has also become Anzalna’s trusted nutrition partner that help her to support Eidrees’s IQ & EQ development. Even if sometimes, it takes a little incentive.

While positive reinforcement definitely helps with encouraging good behaviour, will Eidrees rise to the occasion by himself when a situation truly calls for good-heartedness?

This Ramadan ad stemmed from the insight of what constitutes a big proud moment for mothers when it comes to their children? Certainly, it isn’t scoring straight As or effortlessly playing Beethoven’s Symphony No. 5. Conversely, it’s all in the little things such as showing wisdom beyond their years, quick thinking and signs of independence, giving parents hope for their children’s future which reflects Enfagrow A+’s promise of helping parents raise a strong, smart kid with a heart.

“Segelas Kebaikan, Sepenuh Harapan” marks the brand’s initiative of connecting with a wider audience and ultimately fulfilling its promise of helping parents raise strong, smart kids with hearts.

**As compared to all growing up brands within Mead Johnson Nutrition as of Oct’2021.

*FAO/WHO recommends daily dietary DHA intake of 10-12mg/kg body weight for children 12-24 months or 100-150mg DHA+EPA for children 2-4 years old. Enfagrow A+ MindPro provides 120mg of DHA with 3 servings/day. Reference: FAO 2010. Fats and fatty acids in human nutrition. Report of an expert consultation. FAO Food and Nutrition Paper no.91. FAO: Rome.


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