A common thread to Slice beverages and Katrina Kaif are advertisements featuring her, devouring mangoes in a sensuous manner. It is perhaps the first imagery that strikes a chord when one looks at the Project Streedhan film that is being shared online with InvestInIron. Stemming from the statistic that one in two Indian women are anaemic, the project aims to bridge the gaps of awareness. However, the depiction of women in that manner got them flak by netizens. We explore what the industry feels.
Anaemia is the most common blood disorder across the globe. The festive season is around the corner. Markets and online shopping portals are buzzing with lucrative deals for gold, cars, utensils and electronics for Dhanteras. It is believed that investments made on this auspicious day may prove lucky for you in the long run. While you are busy planning your 'big' purchases this festive season, how about sparing a thought towards your health? It does not take a lot of your time, and this little investment will yield you benefits for years to come. Sure, the discounts and offers on gold and other precious metals are tempting for several women to flock to the jewellery stores, but Projectstreedhan, a social awareness campaign is urging women to InvestInIron. Why you ask?
I have also heard from others that this is doing the rounds massively on multiple WhatsApp Groups, besides Twitter and other social media platforms! The music by Debasis Shome. The film showcases glamorous looking women eating a lot of colourful food and fruits, including corn, watermelon, pomegranate and so on. The text—and the song—exhorts women to eat more iron. Is the implication that they should eat more of what is being shown in the film those foods that contain iron, presumably? This is assuming that they get one chance at going viral and be shared a LOT happening now. Even the YouTube description is bereft of any context!
The launch of the campaign has been timed to coincide with the Dhanteras festival of and exhorts women to invest in iron and not only gold. FCB Ulka has conceptualised and created the Streedhan campaign. It is unusual considering women in cities and towns have far more access and exposure to information and healthcare facilities than their rural counterparts. Project Streedhan has been crafted creatively in a form that will appeal and resonate with urban women.