Danone India and Government of Uttar Pradesh introduce Iron-Anthem to drive anemia awareness

A simple tiffin box can often reveal the reality of a child’s daily nutrition. Building on this everyday insight, Danone India, in partnership with the Government of Uttar Pradesh, has introduced a campaign anthem, “India ka Iron Up karenge”, aimed at making awareness around iron deficiency and anemia more relatable, memorable, and actionable.

Developed in association with the Directorate of Family Welfare, Government of Uttar Pradesh, the 40-second film brings children to the forefront of the narrative. It opens with a familiar visual of school tiffins, ranging from balanced meals to packaged snacks. Te film later transitions into a lively, child-led rally anchored by a simple, catchy anthem: “India ka Iron UP Karenge, Abh nahi toh kab karenge…”

By using children as messengers, the film shifts the conversation from instruction to participation, encouraging families to reflect on everyday nutritional habits. The anthem reinforces a clear and actionable message, ensuring regular iron intake can play a crucial role in supporting children’s growth, health, and development.

The TVC was conceptualized and brought to life by The Womb. By anchoring the message in a relatable, everyday setting, the film makes the issue of iron deficiency both visible and immediate. It closes with a clear call to action for parents to rethink what goes into their children’s lunchboxes, reinforcing that small, consistent choices today can help build a healthier, stronger generation of tomorrow. Bachon ko roz iron khilayein. India ka bhavishya banayein!

This initiative builds on IRON UP!, Danone India’s broader national movement to address iron deficiency and anemia through early screening, awareness, and community engagement. Through these efforts, the company continues to work alongside healthcare professionals, government bodies, and partners to drive sustained impact at scale.