INVEST IN IRON

On the occasion of #Dhanteras, when Indians invest in either gold or silver, here is a campaign that is asking them to invest in iron! There is a reason behind it. India ranks the highest in world for prevalence of anaemia among its women, and second woman in urban India is anaemic due to iron deficiency. So, #DSM India partnered with FCB Ulka and launched a special campaign – Project #Streedhan. Project Streedhan raises awareness about anaemia among urban Indian women by asking them to give the same importance to iron as gold, and to invest in it by eating healthy, iron-rich foods to reduce iron deficiency. The entire film has been shot in quite a unique way, showing women from different strata and parts enjoying various iron-rich foods. It has the powerful voice of Madhupurna Ganguly along with music by Debasis Shome. More than 50 jewellers in #India have joined hands in this initiative and committed to spread the message to their customers. 

Since the last few days, this video has been gaining traction, and the media has also been talking about it, helping the campaign achieve its objective of informing, educating and generating conversations.