Danone India, in partnership with the Government of Uttar Pradesh, 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.

The 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 plays a crucial role in supporting children’s growth, health, and development.

The TVC was conceptualized and brought to life by The Womb.