DSM India Launches the Second Project

 DSM India Launches the Second Project Streedhan campaign during
National Nutrition Month 2020

 ·         The campaign urges women to stock their #SehatKiTijori through proper nutrition

·         Aimed at creating awareness among urban Indian women about relevant health challenges

 During National Nutrition Month 2020, DSM India – a purpose-led, science-based company active in Nutrition, Health and Sustainable Living – launched its second Project Streedhan campaign, underlining the need to build immunity through proper nutrition. Through a digital film ‘Sehat Ki Tijori’, the campaign urges women to stock their vault of health with nutritious food, and to view it as a lifetime investment.

 Project Streedhan is a CSR initiative of DSM India, aimed at increasing awareness among urban Indian women to prioritise their health. The first phase of the campaign was launched in 2019 on the occasion of Dhanteras, creating awareness about iron-deficiency anemia, and encouraged women to “invest in iron and not only gold” by consuming foods rich in iron.

 Project Streedhan’s second phase, Sehat Ki Tijori, creates awareness of the link between nutrition and immunity. It exhorts women to ensure that they are consuming immunity-building foods, investing in their health – the real wealth – thus helping ensure that they are protected against disease and infection.

 Link to the film - https://www.youtube.com/watch?v=a-v6I_HAl6g&feature=youtu.be

 According to India’s Diet Paradox – a consumer survey report by DSM’s Nu-Shakti™ brand – virtually all respondents of the survey (98%) agreed that a nutritious diet is essential for a healthy lifestyle, however, 60% of the respondents ‘rarely’ or ‘never’ made a conscious effort to ensure a nutritious diet.

 The Streedhan campaign seeks to drive home that our health is our real wealth at all times, and that we need to nurture our immunity by feeding it, building it, and protecting it. Sehat Ki Tijori has been crafted to emphasise this message, as well as to encourage social distancing and wearing a mask.

 Commenting about the campaign, B. Rajagopal (President – DSM India) said, “Three out of four women in India are deficient in vitamins. And being deficient in vitamins is known to lower immunity, and therefore lower resistance to infections. Project Streedhan seeks to highlight this very important aspect, especially since many women by nature tend to focus much more on the health of their families and often at the cost of their own health. We want to encourage women to invest in themselves, and take charge of their health through proper nutrition. Health and immunity is our real wealth, and it is up to us to feed it, grow it and protect it.”

 The film has been applauded on the first day itself. Dr R Sankar, Director, The India Nutrition Initiative of Tata Trusts, commented, “Immunity has become a key topic of conversation in recent times, given the pandemic. However, there is lower awareness about the link between immunity and nutrition. Given that around 75% of women in India are deficient in vitamins, it is imperative to create this awareness on how a nutritious diet and adequate intake of vitamins and other nutrients is essential to build immunity and help fend off diseases. I appreciate the efforts of the Streedhan campaign to continually encourage women to invest in their own health.”

 FCB Ulka Advertising, one of India’s most awarded creative agencies, has conceptualized and crafted this second phase of the Streedhan campaign. They are the flagship agency of the FCB Network in India, one of the fastest growing networks in the country. They were also the creative force behind the immense success of the first Streedhan campaign, launched in 2019. This campaign was extremely successful in garnering traction on social as well as traditional media. The main video garnered more than 22 million views across social media and YouTube through the official ‘Project Streedhan’ pages.

Nu-Shakti launches TVC Campaign

Nu-Shakti launches TVC Campaign #AskMoreFromYourDrink

·         Campaign positions Nu-Shakti MixMe Beverage Powder as an immunity building drink

·         MixMe Beverage includes immunity building micronutrients –

Vitamins C, D & B6, Selenium and more

·         Commercial to run live in English, Hindi, Tamil, Malayalam and Telugu

Emphasizing the importance of building immunity via a beverage, Nu-Shakti – a Royal DSM brand – launched a TVC campaign focused on its MixMe beverage powder, highlighting the product’s potential as an immunity building drink. Backed by the theme, ‘#AskMoreFromYourDrink’, the campaign stresses the various micronutrients that help in staying healthy and building immunity. 

The ongoing pandemic reveals the criticality of building a robust immune system. Therefore, the TVC underscores the fact that having a drink with immunity building micronutrients can build strength as well as resilience in body’s natural defence and promoting wellbeing. The TVC’s messaging: “It’s easy to get immunity in cartoons, but in real life, you need much more to get the immunity you need.” Given the importance of micronutrients in building immunity, the campaign reiterates that MixMe Beverage Powder is nourishing beverage that fulfils this purpose.

The 20-second TVC depicts a cartoon skit where the central character is preparing to fight a monster. The hero grabs a magic potion and, after drinking it, he glows and gains strength, eventually defeating the monster. The commercial highlights the need for vitamins, minerals and other micronutrients in building immunity in real life for fighting the monstrous diseases we may face. Towards the end, the TVC highlights the micronutrients available in the MixMe beverage powder. 

Alok Kohli, Business Director – DSM India, said, “There is heightened awareness around building immunity in recent times and consumers are seeking products that can help them achieve this objective. Nu-Shakti Mixme has been formulated with micronutrients that play a role in building one’s immunity. The MixMe TVC is has creatively encouraged consumers to seek immunity building nutrients in ‘real life’.” 

The 360-degree campaign will be led by television and digital platforms, including YouTube, Social and OTTs. Besides, the brand will engage with a peer-to-peer network of mothers, micro and nano influencers to amplify awareness and spark conversations in the digital space. The campaign is in tune with Nu-Shakti’s strategy of encouraging healthy living among consumers by adding micronutrients to their daily diets.

Link of the TVC: https://www.youtube.com/watch?v=MK9B_XjgzKc&feature=youtu.be

Conceptualised by the team, the TVC is completely designed through computer graphics with coordinated efforts amidst the nationwide lockdown. The TVC is live in English and Tamil and will also go live in Telugu and Malayalam. MixMe contains essential vitamins and minerals with iron and folic acid. 1 serving (20g powder mixed with 200ml water) contains 12 vitamins and 5 minerals; with Vitamins C & D Vitamin B6, Selenium and Vitamin D which are key nutrients to build immunity. 1 serving of Mix Me provides micronutrients found in some common foods for example Vitamin C found in 35g Oranges, Selenium found in 90g Ripe Papaya and Vitamin B2 found in 180g Almonds.  Each serving provides up to 30% of the recommended daily allowance of micronutrients for a child between 7-10 years.

Nu-Shakti’s product range also includes Powermix for rice (fortified rice kernels) and Powermix for atta (fortified atta/flour).

Consumers can know more by visiting: www.nu-shakti.com.

Nu-Shakti urges People to

Nu-Shakti urges People to #PutImmunityFirst

Launches a digital campaign creating awareness on immunity building

The current coronavirus pandemic has highlighted the need to enhance our immunity, enabling us to fend off viral infections. Nu-Shakti – a brand of Royal DSM – launched its #PutImmunityFirst campaign, urging people to focus on boosting their immunity through adequate intake of nutrients. Stressing on the key role of micronutrients in safeguarding the entire family’s health, the digital campaign reinforces the criticality of proper nutrition.

The campaign emphasizes on building immunity by consuming the right nutrients, while continuing to maintain all hygiene measures while outdoors. Nutrition-rich food we consume plays a crucial role in determining our overall health. The campaign urges consumers to fortify daily staples such as rice and atta with extra nutrition by adding Nu-Shakti’s fortification products that will further help in boosting immunity.

As part of this immunity-building campaign, Nu-Shakti released a series of videos, posts and gifs across its digital channels. The core objective is to create awareness about various nutrients that fortify immunity and empower consumers to make an informed decision on the right intake of nutrients. In pursuit of educating the target audience, the company is collaborating with various micro-nano health influencers to augment the reach. The ad creative is also live on digital platforms like YouTube, Instagram, Facebook, Hotstar, etc. 

Alok Kohli, Business Director – DSM India, said, “It is imperative to focus on the right habits and the right diet. With Nu-Shakti’s #PutImmunityFirst campaign, we are creating greater awareness about the role that key nutrients play in improving people’s immunity, health and well-being.”

Consumption of adequate nutrition results in productive and healthy lives. Nu-Shakti Powermix products are powered with nutrients such as Vitamin B6, iron and zinc. The product range includes Powermix for rice (fortified rice kernels), Powermix for atta (fortifier for atta/flour) and MixMe (fortified orange-flavoured beverage mix). These fortifiers increases the power (Shakti) of everyday food without changing the dietary habits.

Consumers can know more by visiting: www.nu-shakti.com.