Making India’s future stronger, one blue pill at a time.
Challenge
UNFPA & Govt. of India were looking for an advertising agency to bring awareness across the country for their program to counter iron deficiency in adolescents. Deficiency that if sustained, could lead to anaemia. The task was simple: Win the pitch and deliver a campaign at national scale.
Insight
Indian parents put enormous emphasis on their children’s education. However, when it comes to health, there’s not much to go with. So, the future of the nation isn’t dependent only on the mental acuity but on physical strength also.
Idea
I wrote the campaign “Solid Bano India” (Get Stronger, India!) as a war cry to bring emphasis on physical health’s role in a child’s well-rounded development.
Execution
After winning the pitch, we shot 3 films that were broadcast on state TV channels and created an entire leg of Print & OOH delivering the war cry with a nationwide release.
Brand
UNFPA & NRHM
Campaign
Solid Bano India!
(Get Stronger, India!)
Agency
J Walter Thompson
Role
Copywriter