How Anmum’s latest campaign makes screen time part of the growth story

Anmum Essential Gold is putting digital-age parenting and eye health at the centre of its latest campaign, created in partnership with Havas Malaysia, to support children growing up in an always-on, screen-heavy world.

Positioned as one of the fastest-growing challenger brands in the paediatric nutrition category, Anmum Essential Gold’s formulation has long focused on essential nutrients that support brain development, IQ and memory.

With its latest upgrade, the brand is adding Lutein – a clinically recognised ingredient that helps protect children’s eyes from the negative effects of blue light exposure – as screen time becomes embedded in both learning and play.

At the heart of the campaign is a film built around a simple everyday moment between mother and child. When a mother misplaces her bracelet in the garden, her young daughter turns to her device and uses it in a creative way, spotting a small detail in the grass that leads her to the missing bracelet.

Don't miss: How Fernleaf's SmartGro campaign spotlights the tech-savvy children of today 

Rather than framing digital devices as the enemy, the story presents technology as a tool that, when combined with curiosity and problem-solving, can support positive learning experiences and child development.

The creative is supported by adapted key visuals across retail touchpoints, reinforcing the dual focus on cognitive support and eye protection. Beyond consumer-facing channels, the campaign also taps into the specialised capabilities of Havas Health to engage healthcare professionals and medical channels, aiming to strengthen trust and scientific endorsement for the new formulation.

“We’ve always focused on supporting children’s healthy growth with trusted, science-backed nutrition. As digital devices become a normal part of children’s everyday lives, it’s natural for parents to be more aware of how screen time can affect their development,” said Siew Poh Lim, marketing director of the brand.

“This new formulation and campaign show how we are evolving with today’s families – addressing real parental needs by continuing to provide the nutritional support they trust. By highlighting the benefits of Lutein for eye protection to complement core cognitive development, we hope to give parents greater confidence in supporting their children’s growth and learning journey,” she added.

For Havas Malaysia, the campaign is also a chance to move away from fear-based narratives around children and tech. “It’s just amazing how quickly kids in the digital age can get around devices. So instead of portraying digital devices as the enemy, we created a story where the device itself became the tool for a child’s creative problem solving,” said Donevan Chew, chief creative officer of Havas Malaysia.

Earlier in March, Fernleaf had similarly tailored their messaging to reflect how children grow and interact with technology today. Its latest campaign for its upgraded SmartGro formulation, highlighted how modern nutrition can support the development of children growing up in a digital-first environment.

The campaign centred on a film that highlights how today’s children are naturally tech-savvy and adept at using digital tools to solve problems, reflecting the evolving environment in which they learn and grow. It depicts a relatable family scenario, where two siblings use the familiarity with digital devices to help their mother locate her misplaced phone, demonstrating how modern children apply creativity and problem-solving skills through technology.

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