Nestlé MILO has introduced their latest initiative, MILO HOME GROUND which will roll out workout videos inspiring kids to enjoy effective and easy exercises demonstrated by leading Athletic Federation of India sporting heroes like Hima Das, Neeraj Chopra, KT Irfan, Md. Anas Yahiya, MR Poovama and many more. These videos will be available for free on the social media handles of MILO (@MiloIndia) and MILO NIDJAM (@MiloNidjam).
Commenting on the campaign, Mr. Vineet Singh, Director – Dairy, Nestlé India said , “In more than 50 countries, MILO inspires parents on the importance of sports in helping their kids achieve everyday victories that instil values to help them succeed in life. MILO HOME GROUND aims to create opportunities for these everyday victories and get kids to stay active even while staying home. In collaboration with the Athletics Federation of India and the AFI athletes as part of MILO NIDJAM, we are excited to offer fun exercise routines that children can do at home – by themselves or with parents. When a child successfully completes an exercise, they can win the MILO Green Card, which rewards positive behaviour, a welcome change from the usual Red and Yellow cards that are awarded for bad behaviour.”
President of Athletics Federation of India, Mr. Adille Sumariwalla said, “Sports in the life of a growing child is most fundamental. An active lifestyle leads to healthier families and this kind of lifestyle begins at home. The partnership with Milo, a brand who stands for giving nourishing energy to kids for an active and healthy lifestyle, is going to help us to spread this message to the country at large. What started as a partnership at back of the National Inter District Junior Athletics Meet last year, has grown to a digital playground led by AFI’s top athletes and India’s loved celebrities. We are proud to associate with Milo Home Ground and will encourage people to spread the message of active energy far and wide.”
MILO also tries to engage the parents out there by sharing the experiences of Sports and fitness role-models like Shikhar Dhawan, Mandira Bedi and other celebrities with their kids. They want to encourage their followers and the community at large to start inculcating physical exercise into the child’s routine with MILO® HOME GROUND and share their experiences online. For every exercise video that is posted on the MILO Facebook and Instagram handle (@MiloIndia), the parent will be given a MILO® GREEN CARD to reward their child as appreciation and encouragement for having completed the exercise. Each MILO GREEN CARD is a collectible autographed by a famous athlete. The idea is for parents to motivate their kids to collect all 6 MILO GREEN CARDS. The brand announced some surprises to those who earn the entire collection.
The campaign has been created and executed by Meraki Sport & Entertainment, commercial and marketing rights holders of MiloNidjam and marketing partners to the Athletics Federation of India.