The campaign notes that this is unusual considering that women in cities and towns have far more access and exposure to information and healthcare facilities than their rural counterparts. This anomaly is indicative of the gap between the information, the messaging and the intended recipients of that message, said a release. The launch of Project Streedhan has been strategically timed to coincide with the Dhanteras festival of and exhorts women to invest in Iron and not only gold. This is especially true for anemia among urban women. Still 1 out of every 2 women suffer from iron deficiency. Sometimes it 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. Post production studio: Nube.
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A common thread to Slice beverages and Katrina Kaif are advertisements featuring her, devouring mangoes in a sensuous manner. It is perhaps the first imagery that strikes a chord when one looks at the Project Streedhan film that is being shared online with InvestInIron. Stemming from the statistic that one in two Indian women are anaemic, the project aims to bridge the gaps of awareness. However, the depiction of women in that manner got them flak by netizens. We explore what the industry feels. Dhanteras is a festival where buying gold is considered auspicious. The group of buyers predominantly include women. Project Streedhan aims to nudge women to InvestInIron, in their good health just as they do with gold. That they should take care of themselves and eat iron-rich foods. The campaign has been conceptualised and created by FCB Ulka, with Kinnect handling the digital footprint.
Anaemia is the most common blood disorder across the globe. The festive season is around the corner. Markets and online shopping portals are buzzing with lucrative deals for gold, cars, utensils and electronics for Dhanteras. It is believed that investments made on this auspicious day may prove lucky for you in the long run. While you are busy planning your 'big' purchases this festive season, how about sparing a thought towards your health? It does not take a lot of your time, and this little investment will yield you benefits for years to come. Sure, the discounts and offers on gold and other precious metals are tempting for several women to flock to the jewellery stores, but Projectstreedhan, a social awareness campaign is urging women to InvestInIron. Why you ask? Because according to the data revealed by the campaign video, as many as 50 percent of all Indian women are anaemic - the numbers aren't any better in the urban sector.
The launch of the campaign has been timed to coincide with the Dhanteras festival of and exhorts women to invest in iron and not only gold. FCB Ulka has conceptualised and created the Streedhan campaign. It is unusual considering women in cities and towns have far more access and exposure to information and healthcare facilities than their rural counterparts. Project Streedhan has been crafted creatively in a form that will appeal and resonate with urban women.