India has a unique relationship with milk. While we moved into processed and packaged versions for almost everything, when it comes to milk Indians still think fresh milk or milk in packets is safer than milk in cartons.

When Tetra Pak reached out to us with this problem, the first challenge was to get the attention of our target audience - the new-age mom who usually makes nutritional choices for the household. But in an age where she could be watching anything on the internet, how do we get her to watch an ad for ...well... milk? 

By making it look exactly like the content she's drawn to.

We found that women between 27-40 were spending hours watching cute toddler videos, and in 2018, the internet was blowing up with cute baby videos from "Charlie it hurts" to baby Catherine who only ever said "no no". It was also the year the LIVE feature was introduced to Facebook (now Meta).

So we decided to hand a phone to a toddler, who goes LIVE on Facebook from her mom's phone and spills the tea. And here's what she had to say about her mom...