MAM
DSM’s Nu-Shakti partners with Lodestar UM and Suryan FM to create awareness about the adverse consequences of iron deficiency
MUMBAI: On the occasion of Iron Deficiency Day, Nu-Shakti a brand from Royal DSM – global science based company active in health, nutrition and sustainable living, launched a day-long campaign in Chennai, in partnership with Lodestar UM and Suryan FM. The intent of the campaign was to drive awareness about health issues caused by iron deficiency, as well as to highlight the importance of healthy iron levels and home food fortification.
As part of the campaign, radio talk shows were held with doctors and nutritionists, educating and empowering listeners to take charge of their health, and guiding them on how to make their daily food rich in micronutrients including iron through a balanced diet. Additionally, 5,000 people across Chennai were served lemon rice fortified with Nu-Shakti Powermix for Rice.
Alok Kohli, Business Director, DSM India said, “As per the National Family Health Survey data, during the period 1998–2016, over 50% of women aged 15–49 years had iron deficiency anemia. Nu-Shakti is committed to building a sustainable food system for the Indian population by enabling easier access and convenience to nutritious food intake. The Iron Deficiency Day communications campaign is aimed at tackling India’s rising major health issues triggered by malnutrition and imbalanced dietary habits, especially anaemia.”
Anindya Ray Senior Vice President Lodestar UM said, “This is a completely new category of nutrition fortifiers added with staples like rice, atta and dal and hence we have a huge challenge in getting across to the target audience in making them comprehend not only the product but its usage. It is not enough to showcase the product, but extremely important to drive on ground usage in terms of proof. Our team devised this unique experiential activity by aptly leveraging the World Iron Deficiency Day – 26th Nov, 2019, which immediately places the product in its right context. Radio led activation helped us to deliver the product on ground which is far beyond only vanilla advertising and yes there is measurability to it also with 5000 women being reached out with this unique activation”.
Based on the concept of home fortification, Nu-Shakti increases the micronutrient value of home cooked staple foods. This can help consumers achieve a healthier, more balanced diet without altering taste, and appearance of the food or changing dietary habits. Nu-Shakti product range includes Powermix for Rice (Fortified Rice Kernels), Powermix for Atta (Fortified Atta/flour), MixMe (Fortified orange flavored beverage mix) and Vitamins & Mineral Mix (micronutrient sprinkler powder.
Nu-Shakti products are available at select modern trade stores and kirana (retail) stores in Tamil Nadu. The products have been introduced at affordable per unit prices starting from Rs 5. Consumers can know more by visiting www.nu-shakti.com
Brands
Davidoff appoints Ahaan Panday as first Brand Ambassador for India
Actor to front new chapter as brand launches Cool Elixir fragrance.
MUMBAI: Davidoff has just found its perfect new splash in India and he comes with star power and a cool, confident vibe. The iconic Swiss fragrance house has announced actor Ahaan Panday as its first-ever Brand Ambassador for India, marking a significant milestone in the brand’s journey in one of its most dynamic markets. Ahaan Panday, known for his fresh energy and strong connect with younger audiences, embodies the modern Davidoff man self-assured yet carefree, ambitious yet grounded. His appointment aligns perfectly with the brand’s “gentleman adventurer” philosophy of adventure, refinement, and living life with intensity.
Sharing his excitement, Ahaan said: “Davidoff is one of those brands I’ve always associated with memories growing up. Cool Water was probably the first perfume I ever tried. To now be named Davidoff’s first Brand Ambassador for India feels incredibly special. I’ve always seen Davidoff as a symbol of confidence and staying true to who you are.”
The collaboration coincides with the launch of Davidoff’s latest global fragrance, Cool Elixir: The New Oud Treasure. This bold composition reinterprets freshness with depth and intensity, featuring a noble oud accord layered with lavandin absolute and rose oxide.
For decades, Davidoff has enjoyed cult status in urban India. With Ahaan Panday now leading the charge, the brand is set to strengthen its cultural presence and connect with a new generation of fragrance enthusiasts through a more contemporary and relatable voice.
In the competitive world of luxury fragrances, Davidoff has made a splash by choosing a young, authentic Indian talent to carry its legacy forward. Expect the scent of success — because when Ahaan Panday teams up with Davidoff, the fragrance game in India is about to get even cooler.
