DSM launches a new brand campaign ‘Products With Purpose’ that reflects the business’ evolved strategic direction as an end-to-end partner for customers in the human nutrition and health markets.

The transition champions the purpose behind the products that help solve the world’s greatest nutritional challenges and keep the growing global population healthy.

This Campaign brings DSM’s end-market expertise to life through a range of concepts that demonstrate how the business’ expert services power high-quality products and customized solutions that allow customers to address consumer health concerns and bring real-life health and wellbeing benefits to people worldwide.

 

 

 

 

 

 

 
The “Products with Purpose” campaign paid off that vision and value story. “We created a campaign that inherently differentiated DSM by going beyond the products they sell, delivering a human benefit story. In doing so, we simultaneously grouped the competition while creating a promise based on a larger, more important vision. Rather than the what, we focused on the why.”

Credits
Advertising Agency: Fingerpaint, Saratoga Springs, United States of America
Client: DSM
Tags: Print Campaign, Creative Ads, Creative Print Ads, Health, Nutrition, Pharmaceutical, Food, Brand Strategy

Contrary to expectations, and shocking even medical practitioners globally, this is unusual considering that women in cities and towns have far more access and exposure to information and healthcare facilities than their rural counterparts. This anomaly is indicative of the gap between the information, the messaging and the intended recipients of that message.

Conceptualized to bridge that chasm, Project Streedhan has been crafted creatively in a form that will appeal and resonate with urban women; one that motivates and inspires rather than lectures.

The campaign attempts to equate the importance of purity of gold – a precious metal – with that of the iron count in a woman’s body – another precious metal, as it were.

The launch of Project Streedhan has been strategically timed to coincide with the Dhanteras festival of 2019 and urges women to invest in Iron and not only gold.

Given that the critical cause of Anaemia in women is iron deficiency, brought about by lack of balanced diet and nutrition, Project Streedhan exhorts women to give the same importance to Iron as to gold, and to invest in it by improving their nutritional habits, eating healthy iron-rich foods, thus reducing iron deficiency in their bodies.

The campaign has started receiving positive commendations already. Dr. Rajan Sankar, Director Nutrition, Tata Trusts, commented, “In my long years in the field of nutrition the one thing that is easily noticeable is that governmental efforts tend toward the rural side of most nutritional issues, where it is indeed expedient. In the urban context, nutritional crises are mostly due to information bias, or poor communication among target communities, who may otherwise be financially secure. This is especially true for Anaemia among urban women. This is something communication can solve very easily, but somebody has to take charge of it. I congratulate the Streedhan campaign for attempting to do so. Strangely, to think that half of the educated, urban women are unaware of their Anaemic conditions is a caustic reminder also of the gender bias at play – where women have always put themselves last in line for the family’s health. This campaign will correct that perception”.

Shedding light on the idea and premise of the campaign, Swati Bhattacharya, CCO, FCB Ulka said, “Iron deficiency has seen many awareness campaigns. Still, 1 out of every 2 women suffers from iron deficiency. Sometimes it not what you say but how and where you say it, that creates the bigger impact. This Dhanteras, when women are thinking of investing in gold, the Streedhan campaign gets them to think of investing in another metal. Something that turns to gold inside them – iron. The real Streedhan is Iron. Also, what’s so heartening is that so many jewellers across the country have come forward to support this message!”

Discussing the digital footprint of this campaign, Chandni Shah, COO, Kinnect said, “Iron deficiency is more common than anyone might think, but a woman’s inclination to do something about it is not half as common. The power of using digital icons to drive awareness cannot be underestimated, and we are so proud to associate with socially-conscious celebrities like Radhika Apte and Soha Ali Khan to reach millions of women across India. Through digital, we have inspired women with an extremely relevant message and urged them to take a crucial step towards their health this festive season”.

In an interesting development since the campaign was planned, over 50 leading jewellers across the country have also signed up to support the Project Streedhan initiative and have pledged to spread the message among their key customers, who happen to be almost exclusively, women. Some of these include well-known names such as Hazoorilal Legend and MBJ (North) NAC Jewellers (South), Kundanlal Jewellers (West) and DK Bengal Jewellers (East).

The elements of the campaign have been chosen carefully to reach the intended audience of urban women – reaching them through a powerful film and messages on social media (#investiniron), through influencers and unique initiatives like creation of edible iron rich jewellery and installations in strategic spots like the Gold Souk Mall in Gurgaon etc. NGOs working in the area of nutrition have also been reached out to, to further the message.

Project Streedhan is a CSR initiative of DSM, a global major specializing in solutions for Nutrition, Health & Sustainable Living.

Tags:
Indian women, FCB Ulka, CSR initiative, Nutrition, Health, Sustainable Living, #InvestInIron, Anaemia

Credits
Brand: Nestle
Campaign: Help parents know good food
Creative: Abhinav Pd
Art: Ramesh Sain

Tags:
Print, India, Food, K&L, Print advertising, Creative Print Ads, Print campaign, Creative Advert, Know good food, Help Parents Know good food, Junk Food, #HelpParentsKnowGoodFood, Nutrition, Children

Fearless Kota, Horlicks’ new digital campaign created by the advertising agency, FCB Ulka uses compelling video content to give us a glimpse into the lives of students at the coaching hub of India, Kota. Over the years, Kota has seen a rapid rise in the number of student suicides, and most of it can be attributed to the innumerable pressures student face in their desperate dreams to secure a seat in the prestigious IITs. The video, aptly titled, Fearless Kota, is divided into halves. The first half takes viewers through alarming statistics on student suicides and the second half springs in the key element of the idea (parents giving a surprise visit to their children during the peak of exam preparation, sponsored by Horlicks India!). It is the second half of the video which highlights the importance of emotional support which students lack in the tough exam preparation time. And the lack of it, often leads to tragic consequences such as suicide.

The emotional execution of the video drives home the message that ‘Emotional Nutrition’ is just as important as ‘biological nutrition.’

If Horlicks can further take this ‘emotional nutrition’ narrative ahead and add even more depth to it in their next phase, it will add great value to their brand recall. We at COTW will eagerly wait for a follow-up campaign.

What about you? Did you like this ad? Tell us in the comments below.

Credits:
Brand : Horlicks
Agency : FCB Ulka
Concept Note : The exam nutrition you didn’t know about – Fearless Kota – Horlicks
Client : GlaxoSmithKline

This #FearlessKota Ad is related to:
GSK Consumer Healthcare, Fearless Kota, Marketing, Kota, India, Horlicks India, FCB Ulka, Nutrition, Mother, GlaxoSmithKline, GSK, Education, Marketing Campaign, Digital Campaign, advertising agency, Horlicks Exam Time Anthem

Ad Campaign created by London agency AMV BBDO, it’s part of Bodyform’s Red.fit campaign educating people about how menstruation affects the body at different points in the monthly cycle and giving advice on nutrition and exercise.

Nicola Coronado Bodyform marketing director said “Menstruation really is “the last taboo” for women in sport, simply because we lack knowledge and understanding of this subject area. Using our partnership with St. Mary’s University, Twickenham and UCL will help us to challenge these category stereotypes and transform the consumer mindset when it comes to the perceived barriers around periods and exercise.”

Bodyform has created the Red.Fit hub which provides consumers with direct access to these research findings in an engaging, practical and easy-to-digest medium. Split into four phases, the hub brings together inspirational exercise videos, nutritional information and motivational podcasts brought to life through partnerships with Frame gyms, Leon and an Olympic coach. This content has been designed to be digested at various phases during the menstrual cycle for ultimate benefit. Once finalised, all of the PhD research will be made publically available.
Directed by acclaimed Jones + Tino through Stink, the campaign goes live with a provocative 70” film ‘Blood’, showing women bleeding in different sports, but not letting it stop them.

Watch Milkmaid Ice-Creams Recipes

Credits:
Advertising Agency: Giovanni+Draft FCB, São Paulo, Brazil
Creative Directors: Adilson Xavier, Ricardo
Head of Art: John Benjamin Yung Jr
Art Director / Copywriter: Adriano Alarcon
Photographer: Zarella Neto
Typographer: Adriano Alarcon