Abbott has launched its ‘Strength to Live Your Dreams’ campaign in India, focusing on the role of nutrition and strength in supporting healthy ageing and active lifestyles. The campaign is led by a new television commercial and will run across television, digital and e-commerce platforms.
The campaign is built around the insight that personal ambitions and aspirations continue with age, while physical strength and stamina may gradually change over time. Through slice-of-life storytelling, the films position strength as more than physical ability, linking it to confidence, independence and the ability to continue pursuing everyday goals.
According to Abbott, the campaign aims to simplify conversations around nutrition and healthy ageing by highlighting how science-backed nutritional support can help adults remain active and engaged at different life stages.
The television commercial features relatable scenarios showing adults continuing to pursue their ambitions and daily activities through improved health and nutrition. The campaign messaging focuses on the idea that maintaining strength can help individuals continue living independently and participating fully in family and social life.
Abbott said the campaign also draws attention to broader nutritional challenges in India. The company cited research indicating that adults can experience up to 33% muscle mass loss between the ages of 40 and 80, alongside gradual changes in metabolism, bone density and immune function. The company also highlighted gaps in dietary diversity across Indian diets, which can contribute to deficiencies in essential nutrients.
Anirban Basu, general manager, Abbott’s nutrition business in India, said, “With decades of experience in nutrition science, Abbott has continually evolved its portfolio to reflect how people’s nutritional needs change with age and lifestyle. Through this campaign, we want to make strength easy to understand and more complete by highlighting the role of seven important areas of health, including muscles, bones, heart, blood health, immunity, metabolism, and the nervous system. Our aim is to encourage adults to take simple, proactive nutrition steps so they can stay active, feel confident, and continue enjoying everyday moments with their families.”
The campaign will extend across multiple consumer touchpoints, including television, digital platforms and e-commerce channels, with additional campaign elements planned to broaden audience engagement. Abbott said the communication strategy is intended to connect consumers with science-backed nutrition information in accessible and relatable ways.
Through ‘Strength to Live Your Dreams’, the company aims to reinforce preventive healthcare messaging while encouraging consumers to adopt proactive health and nutrition habits. The campaign also reflects Abbott’s wider focus on translating clinical and nutritional science into consumer-facing communication.
Established globally as a healthcare company operating across diagnostics, medical devices, nutrition and branded generic medicines, Abbott currently employs approximately 122,000 people across more than 160 countries. In India, the company has operated since 1910 and employs over 12,000 people across its healthcare businesses.
The campaign forms part of Abbott’s ongoing nutrition communication initiatives in India and positions strength and preventive healthcare as central themes within the brand’s consumer outreach strategy.
