DSM Debuts Vitamin D Campaign

Vitamin D is known for its functions on bone and muscle health and positive influence on immune function.
Vitamin D is known for its functions on bone and muscle health and positive influence on immune function.

Royal DSM has launched a digital-led campaign in India conceptualized by Flying Cursor Interactive, underlining the need to boost vitamin D levels through proper nutrition.

Related: DSM Advanced Solar to be Acquired by Worthen Industries

The campaign, Boost your ImmuniD, is a Corporate Social Responsibility initiative of DSM India which addresses how 80% of Indians have insufficient levels of vitamin D in their blood, and throws light upon the societal need for vitamin D as a vital source for building immunity.

In 2019 and 2020, DSM India organized several community engagement awareness projects like Project Streedhan, aimed at increasing awareness among urban Indians to prioritize their health. The first phase of the campaign was launched in 2019 on the occasion of Dhanteras, creating awareness about iron-deficiency anemia, and encouraged women to “invest in iron and not only gold” by consuming foods rich in iron.

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Launched during the National Nutrition Month 2020, the second leg of Project Streedhan Sehat Ki Tijori rooted for immunity, urging women to stock their vault of health with nutritious food and to view it as a lifetime investment.

Speaking about the campaign, B. Rajagopal, president, DSM India, said, “DSM’s ‘Boost Your ImmuniD’ campaign looks to educate Indians about the importance of vitamin D. The film takes a humorous tone and shows people from different walks of life, reinforcing that while they might be very different outwardly, they can all be vitamin D deficient deep inside.”

Shormistha Mukherjee, director, Flying Cursor Interactive, said, “Building one’s immunity is always important, and even more so during the pandemic. Health and nutrition are something everyone should focus on, but this realisation has become very stark in these times. But we also didn’t want to preach to viewers. It's time to Boost Your ImmuniD.”

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