Royal DSM brand Nu-Shakti and Lodestar UM's radio content strategy to raise awareness about iron deficiency

On the occasion of Iron Deficiency Day, Nu-Shakti, a brand from Royal DSM – a global science-based company active in health, nutrition and sustainable living, launched a day-long campaign in Chennai, in partnership with Lodestar UM and Suryan FM. The intent of the campaign was to drive awareness about health issues caused by iron deficiency, as well as to highlight the importance of healthy iron levels and home food fortification.

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.

Alok Kohli, Business Director, DSM India, said, “As per the National Family Health Survey data, during the period 1998–2016, over 50% of women aged 15–49 years had iron deficiency anaemia. 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.”

Anindya Ray, Senior Vice-President, Lodestar UM, said, “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. Radio-led activation helped us to deliver the product on the ground which is far beyond only vanilla advertising.”