MAM
Bayer launches nationwide initiative to boost pre-natal nutrition in India
Doctors set Guinness World Record with unified pledge for comprehensive maternal care.
MUMBAI: Bayer has taken a bold step to fill a critical gap by turning doctors into a powerful chorus for better maternal nutrition. Bayer’s Consumer Health Division has launched a groundbreaking nationwide initiative to advance pre-natal nutrition in India. The effort was showcased at the Annual Conference of the All-India Congress of Obstetrics and Gynaecology (AICOG), where over 300 doctors gathered at the Bayer booth and recorded videos delivering a unified call for comprehensive nutrition.
In a first-of-its-kind effort, 700 healthcare professionals across India recorded a single, synchronised pledge, “I declare my support for 100% nutrition by recommending the right essential micronutrients to every woman.” This collective statement, uploaded on a bespoke platform in just one hour, set a Guinness World Record for the largest live, unified pledge by doctors in pre-natal nutrition.
India faces a severe burden of nutritional deficiencies among women, with nearly 60 per cent affected by anaemia and over 70% experiencing calcium deficiency. These gaps are especially critical during preconception, pregnancy, and lactation. The initiative advocates moving beyond a limited focus on iron and folic acid to a more holistic approach that includes a wider range of essential micronutrients, including calcium, which is vital for maternal bone health and fetal development.
Bayer head of marketing and digital consumer health for South Asia Ritu Mittal, said, “This initiative aims to move beyond awareness and inspire meaningful action by harnessing the collective voice of the medical community. Our focus is on equipping healthcare providers with the right knowledge to support every woman’s nutritional journey.”
Dr Alaka Godbole, a senior gynaecologist, reinforced the message, “Maternal nutrition requires a comprehensive and sustained approach. Ensuring the right balance of nutrients can support healthier pregnancies and better long-term outcomes for both mother and child.”
The campaign aligns with national programmes such as Mission Poshan 2.0 and will be rolled out across digital platforms to create a unified call to action for healthcare providers, caregivers, and communities.
In a country where maternal nutrition remains a pressing public health challenge, Bayer has found a creative way to amplify the message by getting doctors to speak with one powerful, record-breaking voice. The initiative not only highlights the problem but also offers a clear, collective solution: comprehensive nutrition for every woman, every day.
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.
