Description
How does a challenger brand grow when the definition of growth is owned by a dominant market leader? In India’s toddler nutrition category, growth had been reduced to physical milestones, allowing a clinically positioned leader to dominate decision-making. For Nestlé NANGROW, the breakthrough was recognising that parents saw toddler mischief as a problem to correct, not progress to value. With ‘In Mischief We Grow’, we reframed mischief as visible evidence of development, turning a cultural no into a celebrated yes. Instead of competing on claims, the brand changed how growth itself was recognised. By shifting evaluation from charts to everyday behaviour, NANGROW created a new basis for choice in a habit-locked category.
