Ad Campaigns
Bayer & Indian Society of Nephrology partner for #ReadyToSlowDown campaign
Mumbai: Bayer Pharmaceuticals Division in India has launched its compelling “#ReadyToSlowDown” campaign, in partnership with the Indian Society of Nephrology to urge individuals in India to embrace a health-conscious, as well as kidney-conscious lifestyle.
“#ReadyToSlowDown” campaign is an urgent call to action in India, where 101 million people (11.4 per cent of the country’s population) are estimated to be living with diabetes, according to a new study published in Lancet. In addition, there is a critical link between the rise of diabetes and chronic kidney disease (CKD) – approximately one in three adults with diabetes has CKD. This is exacerbated by kidney failure-related deaths in India surging 38 per cent in the past decade (2001-03 to 2010-13), underscoring the need for improved awareness.
The campaign hashtag “#ReadyToSlowDown” is a challenge to the lifestyle choices people make as they race through their daily lives, often at the expense of their own health and well-being. Starting with creating awareness that is contrary to popular belief, people don’t have to go fast to be strong, it will be the slow and steady individuals who will eventually “win the race”. The campaign cleverly connects such deliberate choices in managing health parameters like obesity, blood sugar, blood pressure, diet, sleep and exercise to the slowing down of kidney progression, especially in diabetes patients and people with a family history of diabetes and CKD.
Bayer Pharmaceuticals India MD Manoj Saxena said, “Chronic Kidney Disease is a silent killer, as most people don’t have any symptoms for many years, and by the time it is detected, for many it’s already too late. At Bayer, we are committed to working with Healthcare Professionals (HCPs) to advocate the early diagnosis of CKD in Type 2 diabetes patients and provide adequate patient support. #ReadyToSlowDown is a mindful reminder that every day presents a golden opportunity to make the right lifestyle choices, particularly in managing diabetes and the risk of CKD.”
Fortis Escorts, Delhi principal director – Nephrology Dr Sanjeev Gulati said, “End stage kidney failure is irreversible and the only treatment options are dialysis or kidney transplant. With the pressing burden of CKD in India, the Indian Society of Nephrology is working closely with Bayer and #ReadyToSlowDown campaign to empower individuals to make positive changes and to be informed of how they can effectively slow down kidney damage. One of the ways to make this change, especially for high-risk patients is to go for a urine albumin-creatinine ratio (uACR) test.”
Emphasizing the critical need for awareness of CKD Indian Society of Nephrology secretary Dr Shyam Bansal said, “An alarming 38% surge in kidney failure-related deaths over the past decade, demands that we make deliberate health choices. The interconnected rise of diabetes and CKD calls for a shift in mindset and a commitment to a health-conscious lifestyle. Winning the race for strong kidneys is not about speed, but steady choices we make every day – that can slow down the kidney damage, especially for those with diabetes or a family history of CKD.”
Bayer and Indian Society of Nephrology (ISN)’s collaboration kicks off exclusively in India in November 2023 in conjunction with World Diabetes Day and will run for four months till World Kidney Day in March 2024. The campaign kicks off with an emotional film that captures the essence of making deliberate choices and slowing down the pace of life, as well as kidney disease progression in people with diabetes. Promoted through integrated media channels, including social media platforms, influencers, and traditional media), #ReadyToSlowDown will be the central hashtag for tracking and sharing campaign content.
Supporting the important initiative on the ground, Aman Gupta managing partner – Health practice Asia Lead, SPAG / Finn Partners noted, “The correlation between diabetes and CKD is one that most people do not pay attention to or cannot relate with until someone in their family encounters it. Together with Bayer and ISN, we hope that #ReadyToSlowDown campaign will prompt a mindset shift for people at risk in India and allow them to slowly learn how to take incremental steps towards leading happier and healthier lives.”
For more information about the campaign and to watch the launch film, visit https://bit.ly/46JTfaM & https://bit.ly/4a9hH8L
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
