Abbott has launched a new campaign ‘Strength to Live Your Dreams,’ focused on promoting healthy aging, strength and nutrition awareness among adults. The campaign is based on the idea that maintaining strength becomes increasingly important with age, even as people continue pursuing personal ambitions and active lifestyles.
Led by a television commercial, the campaign features everyday situations and individuals navigating different stages of life. Through these stories, Abbott positions strength as being linked not only to physical ability, but also to confidence, independence and overall quality of life.
The company said the campaign also draws attention to age related physiological changes including reduced muscle mass, shifts in metabolism, stamina and immunity. Research referenced by Abbott indicates that adults may experience up to 33% muscle loss between the ages of 40 and 80, along with gradual changes in bone density and immune function.
Abbott additionally highlighted nutritional challenges in India, noting that limited dietary diversity can result in gaps across several essential nutrients. Through the campaign, the company aims to increase awareness around the role of science backed nutrition in supporting strength, mobility and long term health outcomes.
‘Strength to Live Your Dreams’ will be rolled out across television, digital and e-commerce platforms as part of Abbott’s broader consumer outreach efforts around preventive healthcare and nutrition awareness.
Anirban Basu, General Manager, Abbott’s Nutrition business in India, said, “With decades of experience in nutrition science, Abbott has continually evolved its portfolio to reflect how people’s nutritional needs change with age and lifestyle. Through this campaign, we want to make strength easy to understand and more complete by highlighting the role of seven important areas of health, including muscles, bones, heart, blood health, immunity, metabolism, and the nervous system. Our aim is to encourage adults to take simple, proactive nutrition steps so they can stay active, feel confident, and continue enjoying everyday moments with their families.”
