The song represents the hundreds of toddlers’ voices submitted for the Enfagrow A+ MindPro AI Generated Mother’s Day Song contest, which ran from March 15 to April 30 this year.
Each submission was crafted with love, showcasing a unique form of storytelling – immortalising the profound bond between mothers and children in a heartfelt AI-generated musical composition.
Wong Choy Yee, country manager for Malaysia and Singapore at Mead Johnson Nutrition said: “When we embarked on this campaign to create the AI-generated Mother’s Day song, we aimed to recognise mothers and their maternal instincts, especially in seeing their child grow healthy and future-ready.”
She added that they partnered closely with Ampersand Advisory to push the boundaries of the Mother’s Day song using the AI component.
“This recognition from the Malaysia Book of Records is a double celebration that goes beyond the AI-generated song; it serves as a testament to the enduring bond between mothers and children, showcasing where love and technology seamlessly intertwine,” Wong said.
“Recognising the crucial role mothers play in shaping their children’s lives, our ‘A+ Mums Raise A+ Kids’ campaign celebrates these exceptional individuals. By offering a platform to share their unique motherhood journeys through an AI-generated song, we were able to honour the immeasurable love and sacrifices mothers make daily,” she added.
Apart from the Mother’s Day AI-generated song, Enfagrow also awarded nine winners with a personalised “Mother and Child” photoshoot and a family trip to LEGOLAND Malaysia.
“With an overwhelming response from hundreds of entries, it was extremely difficult to select the final nine deserving winners. However, these winners were chosen not only for their creativity but also for capturing the beauty of motherhood and a child’s love in their submissions,” Wong said.
Meanwhile, Sandeep Joseph, CEO and co-founder of Ampersand Advisory, said: “We’re stoked to hit this milestone with our client Enfagrow A+ MindPro.”
Noting how his team had pioneered the space of artificial intelligence and virtual reality for brands, he added that making it into the Malaysia Book of Records highlighted the importance of a collaborative relationship between the client and its agency. He said that they remained grateful to Mead Johnson for the opportunity and trust they gave his company.
“In a world where everyone is glued to their phones, our unique emotional storytelling approach and the research our team did in using generative AI helped us stand out and connect better with moms. We synthesised unrecognisable, inarticulate sounds of love made by toddlers into a song with words, catchy music and lyrics that tugged the heartstrings,” Sandeep added.
Enfagrow A+ MindPro has always been dedicated to supporting mothers by offering innovative nutritional products for children, backed by scientific research.
Enfagrow A+ MindPro contains a breakthrough ingredient called Milk Fat Globule Membrane (MFGM). This ingredient enables faster brain stimulation which increases a child’s performance in processing information. This benefit is also long-lasting – extending beyond five years, and preparing children to be future-ready with long-term higher mental (IQ) and emotional (EQ) development.
For more information about Enfagrow A+ MindPro visit their website. Click here to watch the Enfagrow A+ MindPro Mother’s Day AI-generated song video.