Nu-Shakti campaign aims to make Chennai iron-deficiency aware


The Nu-Shakti campaign included on-ground conversations with potential customers as well as radio as a means to highlight the importance of iron in food.

On the occasion of Iron Deficiency Day, Nu-Shakti a brand from Royal DSM, a global science-based company active in health, nutrition and sustainable living, launched a day-long campaign in Chennai, in partnership with Lodestar UM and Suryan FM. The intent of the campaign was to drive awareness about health issues caused by iron deficiency, as well as to highlight the importance of healthy iron levels and home food fortification.

As part of the campaign, radio talk shows were held with doctors and nutritionists, educating and empowering listeners to take charge of their health, and guiding them on how to make their daily food rich in micronutrients including iron through a balanced diet. Additionally, 5,000 people across Chennai were served lemon rice fortified with Nu-Shakti Powermix for Rice. Nu-Shakti products are available at select modern trade and retail stores in Tamil Nadu.

Alok Kohli, Business Director, DSM India said, “As per the National Family Health Survey data, during the period 1998–2016, over 50% of women aged 15–49 years had iron deficiency anaemia. The Iron Deficiency Day communications campaign is aimed at tackling India’s rising major health issues triggered by malnutrition and imbalanced dietary habits, especially anaemia.”

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Anindya Ray, Senior Vice President Lodestar UM said, “This is a completely new category of nutrition fortifiers added with staples like rice, atta and dal and hence we have a huge challenge in getting across to the target audience in making them comprehend not only the product but also its usage. It is not enough to showcase the product, but extremely important to drive on-ground usage in terms of proof.”

“Our team devised this unique experiential activity by aptly leveraging the World Iron Deficiency Day – 26th Nov 2019, which immediately places the product in its right context. Radio led activation helped us to deliver the product on the ground which is far beyond only vanilla advertising and yes there is measurability to it also with 5000 women being reached out with this unique activation,” he added.



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