Chennai: Jewellers in Chennai city, like many of their counterparts across India, have extended their support to a novel campaign that emanates out of the fact that India ranks the highest in world for prevalence of anaemia among its women. Making it more startling is the fact that more than 50% of women in urban India are anaemic.
Project Streedhan has been crafted creatively in a form that will appeal and resonate with urban women; one that motivates and inspires rather than lectures.
The campaign attempts to equate the importance of purity of gold – a precious metal – with that of the iron count in a woman’s body – another precious metal, as it were.
The launch of Project Streedhan has been strategically timed to coincide with the Dhanterasfestivalof 2019 and exhorts women to invest in Iron and not only gold.
Given that the key cause of anaemia in women is iron deficiency, brought about by lack of balanced diet and nutrition, Project Streedhan exhorts women to give the same importance to iron as to gold, and to invest in it by improving their nutritional habits, eating healthy iron-rich foods, thus reducing iron deficiency in their bodies.
Many celebrities that include actress Vidya Balan, Rituparna Sengupta, Mandira Bedi, Soha Ali Khan, Tillotama Shome, author Anuja Chauhan and many more have supported the initiative and spread the message through their social media.
Since the campaign has been launched, over50 leading jewellers across the country havesigned up to support the Project Streedhan initiative and have pledged to spread the message among their key customers, who happen to be almost exclusively, women. Some of the city jewelers who have come forward to support the campaign include NAC Jewellers and N. Gopaldas.
Expressing support, AnandhaRamanujam, Director,NACJewellers said, “While it may sound strange that jewellers are asking women to invest in iron, we thought it was an important message to support. Project Streedhan is an excellent initiative that seeks to inspire women to invest in their real wealth- their good health. This festive season, along with gold, we will be spreading the message that women must invest in iron, whose deficiency is the reason why over 50% of women in urban India are anaemic.”
Some of jewelers from other parts of India include well-known names such asHazoorilal Legend and MBJ (North) IshwarlalHarjivandasJeweller and KundanlalJewellers(West) and DK Bengal Jewellers (East).
Shedding light on the idea and premise of the campaign, Swati Bhattacharya, CCO, FCB Ulka said, “Iron deficiency has seen many awareness campaigns. 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. Also, what’s so heartening is that so many jewellers across the country have come forward to support this message!”
Project Streedhan is a CSR initiative of DSM, a global major specializing in solutions for Nutrition, Health & Sustainable Living.
FCB Ulka, among India’s most awarded creative agency in recent years, has conceptualized and created the Streedhancampaign.
Link to the film: https://www.youtube.com/watch?v=wb-yytf4PNc
