Danone India has partnered with the Government of Uttar Pradesh to launch ‘India ka Iron UP Karenge’, a campaign aimed at driving awareness around iron deficiency and anaemia among children.
Developed in association with the Directorate of Family Welfare, Government of Uttar Pradesh, the campaign film draws from a simple everyday insight on how a child’s tiffin box often reflects their daily nutrition.
The 40-second film opens with visuals of school lunchboxes featuring a mix of balanced meals and packaged snacks, before transitioning into a child-led rally centred around the anthem, “India ka Iron UP Karenge, Ab nahi toh kab karenge.”
By placing children at the centre of the narrative, the campaign looks to make conversations around nutrition more participative and relatable for families. The film highlights the importance of regular iron intake in supporting children’s health, growth and overall development.
Conceptualised by The Womb, the TVC uses an everyday setting to make the issue of iron deficiency more visible and immediate. It concludes with a call for parents to rethink their children’s nutritional habits and everyday meal choices.
The initiative is part of IRON UP!, Danone India’s larger awareness movement focused on addressing iron deficiency and anaemia through screening, awareness and community engagement programmes. Through the initiative, the company continues to work with healthcare professionals, government bodies and partner organisations to drive wider awareness and long-term impact.
