New campaign from FCB India suggests women invest in iron instead of buying gold

A recently launched campaign ‘Project Streedhan’ [Project Women’s Wealth] makes a case for women consuming more iron in their diet. The campaign is a corporate social responsibility initiative from DSM or Dutch State Mines, a company that specialises in nutrition, health and sustainable living.

‘Project Streedhan’ has been created by FCB Ulka. Launched around Dhanteras, a festive occasion during which families usually invest in gold and jewellery, the campaign urges women to invest in themselves instead, by opting for a healthier diet.  

Apart from the film, several online influencers have been engaged to spread the message on diet and the role it plays in combating iron deficiency. FCB Ulka also claimed to have approached prominent jewellers across India to spread the message of iron consumption among their almost exclusively women clientele. 

Other elements included creating edible iron jewellery and installations at strategic areas like the Gold Souk mall in Gurgaon near Delhi and tying up with NGOs who work in the nutrition space. 

FCB Ulka chief creative officer Swati Bhattacharya said: “Iron deficiency has seen many awareness campaigns. Still one out of every two women suffer from iron deficiency. Sometimes it is 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.” 

Speaking of the digital leg of the campaign, Kinect COO Chandni Shah 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”. 


Creative agency: FCB Ulka

Creative: Swati Bhattacharya, Gayatri Sriram, Manjeet Singh

Account management: Debarpita Banerjee, Pratibha Prasad, Vishakha Khattri, Suvek Sunder, Sujata Roychoudhury

Kinnect: Chandni Shah, Henna Pande, Disha Patel, Anuj Kuckian 

Planning: Disha Bhattacharya 

Director (of the TVC): Veneet Raj Bagga 

Exécutive Producer: Aanchal Bhargava 

Production House: Onions Creative Media PVT. Ltd. 

Post production studio: Nube 


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