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
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
