Chennai: A simple tiffin box can often reveal the reality of a child’s daily nutrition. Building on this everyday insight, Danone India, in partnership with the Government of Uttar Pradesh, has introduced a campaign anthem, “India ka Iron Up karenge”, aimed at making awareness around iron deficiency and anemia more relatable, memorable, and actionable.
Developed in association with the Directorate of Family Welfare, Government of Uttar Pradesh, the 40-second film brings children to the forefront of the narrative. It opens with a familiar visual of school tiffins, ranging from balanced meals to packaged snacks. Te film later transitions into a lively, child-led rally anchored by a simple, catchy anthem: “India ka Iron UP Karenge, Abh nahi toh kab karenge…”
By using children as messengers, the film shifts the conversation from instruction to participation, encouraging families to reflect on everyday nutritional habits. The anthem reinforces a clear and actionable message, ensuring regular iron intake can play a crucial role in supporting children’s growth, health, and development.
The TVC was conceptualized and brought to life by The Womb. By anchoring the message in a relatable, everyday setting, the film makes the issue of iron deficiency both visible and immediate. It closes with a clear call to action for parents to rethink what goes into their children’s lunchboxes, reinforcing that small, consistent choices today can help build a healthier, stronger generation of tomorrow. Bachon ko roz iron khilayein. India ka bhavishya banayein!
This initiative builds on IRON UP!, Danone India’s broader national movement to address iron deficiency and anemia through early screening, awareness, and community engagement. Through these efforts, the company continues to work alongside healthcare professionals, government bodies, and partners to drive sustained impact at scale.
About Danone India (www.danone.in)
In India, Danone started its nutrition business in 2012 through the acquisition of the nutrition portfolio from Wockhardt group. Danone India embodies a holistic approach, offering a full range of products across life stages under recognized brands like Aptamil, Aptagrow, Neocate, Protinex, Dexolac, and Nusobee.
Over the past few years, Danone India has demonstrated robust growth, continually expanding its portfolio and market presence. Danone India employs around 1,000 people, contributing to its dynamic workforce across its Factory in Lalru, Punjab and Head office in Mumbai, Maharashtra.
The company boasts capabilities across various functions, including operations, Research & Innovation (R&I), and sales, ensuring the delivery of high-quality products and services to its consumers, which are designed specifically tailored for Indian tastes and nutritional needs.
With its core vision of One Planet, One Health, Danone India is committed to fostering healthier lifestyles among its consumers and has initiated numerous endeavors in India towards this goal. The company is at the forefront of its sustainability agenda through the Danone Impact Journey, reflecting its dedication to positive environmental and societal impact.
