Nu-Shakti partners Lodestar UM&  Suryan FM to highlight iron deficiency problems

28 Nov,2019

By A Correspondent


On the occasion of Iron Deficiency Day, Nu-Shakti launched a day-long campaign in Chennai, in partnership with Lodestar UM and Suryan FM.


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.


Said Alok Kohli, Business Director, DSM India: “As per the National Family Health Survey data, during the period 1998–2016, over 50 per cent of women aged 15–49 years had iron deficiency anemia. Nu-Shakti is committed to building a sustainable food system for the Indian population by enabling easier access and convenience to nutritious food intake. 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.”


Added Anindya Ray, Senior Vice President, Lodestar UM: “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 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 – November 26, 2019, which immediately places the product in its right context. Radio led activation helped us to deliver the product on 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”.



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