Danone India has launched a new awareness campaign focused on iron deficiency and anemia among children in partnership with the Government of Uttar Pradesh. The initiative introduces a campaign anthem ‘India ka Iron Up karenge’ as part of wider efforts around child nutrition awareness.
Developed in association with the Directorate of Family Welfare, Government of Uttar Pradesh, the campaign uses school lunchboxes and children’s daily eating habits to highlight nutritional gaps linked to iron intake. The film opens with visuals of school tiffins containing a mix of home cooked meals and packaged snacks before shifting into a child led rally built around the anthem ‘India ka Iron UP Karenge, Abh nahi toh kab karenge…’.
The campaign focuses on encouraging parents and families to pay closer attention to regular iron consumption as part of children’s everyday diets. By using children as the primary voices in the film, the campaign attempts to make conversations around anemia and nutrition more accessible and relatable for households.
The advertisement was conceptualised by The Womb and centres around the idea that small dietary changes in daily meals can contribute to better long term health outcomes for children. The messaging encourages families to reconsider the nutritional quality of foods included in school lunchboxes and regular meals. The film concludes with the message, ‘Bachon ko roz iron khilayein. India ka bhavishya banayein!’.
The initiative is part of Danone India’s broader IRON UP! programme, which focuses on addressing iron deficiency and anemia through awareness campaigns, screening initiatives and community outreach activities. The company said it is working with healthcare professionals, government bodies and partner organisations as part of these efforts.
