Brands
Abbott ropes in Mithila Palkar for nationwide Vitamin C campaign
Influencer push and radio outreach aim to boost awareness on daily nutrition
MUMBAI: Abbott has launched a nationwide awareness campaign in India highlighting the importance of Vitamin C in everyday health, as the company looks to tap into rising consumer interest in preventive wellness.
The integrated campaign focuses on the role of Vitamin C in supporting immunity, skin health and bone strength, combining digital content, influencer collaborations and radio outreach to reach a broad audience.
As part of the initiative, Abbott has partnered with Mithila Palkar to create easy-to-understand content that breaks down the science behind Vitamin C and its benefits in daily life. The campaign is also backed by radio programming featuring healthcare professionals who share practical, evidence-based insights.
The push comes amid concerns around nutritional gaps. According to Abbott, nearly 30 per cent of Indians may not be getting enough Vitamin C through their regular diet, signalling an opportunity for greater awareness and behaviour change.
“Vitamin C is essential for keeping our immunity strong, supporting healthy skin, and helping protect the body from daily stress,” said Abbott associate director for medical affairs Ankith Rai. “Through this campaign, we aim to inspire people to take small, simple steps toward stronger immunity, healthier skin, and better bone health.”
The campaign builds on findings from a 2024 survey conducted by Ipsos, which highlighted a growing consumer focus on immunity and preventive care. The study found that seven in ten respondents associate good health with strong immunity and energy levels, while over half reported fewer sick days when taking Vitamin C supplements during seasonal changes.
Additional insights showed that 61 per cent of women linked Vitamin C intake to faster recovery from illness, and 65 per cent of respondents believe supplements help maintain overall health.
With preventive healthcare gaining traction in India, Abbott’s campaign reflects a broader shift toward everyday wellness habits rather than reactive treatment. By blending science with relatable storytelling, the company is aiming to make micronutrient awareness both accessible and actionable for consumers.
As health conversations move from clinics to content feeds, campaigns like this could play a key role in shaping how Indians think about nutrition in their daily routines.
