‘India ka Iron Up karenge’ campaign highlights the role of regular iron intake in supporting children’s growth and development
Danone India, in partnership with the Government of Uttar Pradesh, has launched a campaign anthem titled “India ka Iron Up karenge” to raise awareness around iron deficiency and anaemia. The initiative is based on the insight that a child’s tiffin box often reflects their daily nutrition habits.
Developed in association with the Directorate of Family Welfare, Government of Uttar Pradesh, the 40-second film places children at the centre of the campaign narrative. The film opens with visuals of school tiffins containing a mix of balanced meals and packaged snacks before moving into a child-led rally built around the anthem, “India ka Iron UP Karenge, Abh nahi toh kab karenge…”
The campaign uses children as messengers to encourage families to reflect on everyday nutritional habits. The anthem highlights the role of regular iron intake in supporting children’s growth, health, and development.
The television commercial was conceptualised and created by The Womb. Through an everyday setting, the film brings attention to iron deficiency and concludes with a call for parents to reconsider what goes into their children’s lunchboxes. The film closes with the message: “Bachon ko roz iron khilayein. India ka bhavishya banayein!”
The initiative is part of IRON UP!, Danone India’s national programme focused on addressing iron deficiency and anaemia through screening, awareness, and community engagement. Through the programme, the company continues to work with healthcare professionals, government bodies, and partners to support outreach efforts.
