Do you know one in every two women in India suffers from iron deficiency? People are talking about the new advertisement that addresses this and asks women to invest in themselves by making up for this deficiency. It uses the festive season to exhort women to take care of themselves by not just buying gold or silver, or even stainless steel, this Dhanteras and think of giving their bodies some iron too by including iron-rich food in their diet.
People are appreciative of the way in which the ad (created by FCB Ulka) commissioned by Dutch State Mines (DSM) as part of a CSR initiative called Project Streedhan, by the Dutch firm that works in the areas of nutrition and sustainable living, gets the message across without being preachy. People like the way in which women, dressed in festive attire, are shown consuming iron-rich food.
People also like the way the background score has been composed, with rustic tunes, and the central theme which urges women to make consumption of iron-rich food a daily habit. Loha chakh le is the central theme of the song that goes with the ad.
People also like the way the ad has received widespread support, not only among celebrities like Vidya Balan (who named dates as her favourite iron-rich food) but also leading jewelers in the country who have pledged to create awareness about Project Streedhan among their customers, a majority of whom are women. People say such ads go a long way in creating awareness about anemia and induce women to go for an iron-rich diet.