Arth by Emcure launches ‘Invest in Iron’ campaign with MS Dhoni

Arth by Emcure has launched its ‘Invest in Iron’ campaign featuring MS Dhoni to mark World Iron Deficiency Day and drive nationwide awareness about anaemia. The initiative highlights the importance of iron for energy, vitality and long-term well-being, aligning with the brand’s focus on combining science and nature to promote holistic wellness.

Iron deficiency remains a major health challenge in India, with fatigue often serving as an early but overlooked indicator of low iron levels. According to reported data, 57% of Indian women are affected by anaemia, underscoring the need for timely detection and preventive action. Against this backdrop, Dhoni’s role aims to encourage audiences to notice early symptoms and take proactive steps such as checking iron levels.

 

 

 

 

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In the campaign film, Dhoni urges individuals to listen to their bodies and prioritise iron monitoring as part of everyday health. His reputation for discipline and his ability to connect with diverse audiences strengthen the campaign’s messaging. Namita Thapar, executive director, Emcure Pharmaceuticals, said, “At Arth, our commitment has always been to educate first, whether it was the importance of sleep earlier or iron today. Our purpose is to empower people with knowledge so they can make informed decisions about their well-being. With ‘Invest in Iron,’ we want India to recognise that monitoring iron levels is essential to maintaining everyday energy and long-term health. Making this simple investment today can improve the quality of life for millions.”

To support the initiative, Arth is encouraging people to get tested and adopt convenient iron formats. Arth Iron Gummies, formulated with Ferrous Ascorbate, offer 67% better absorption compared to commonly available iron salts and supplements. The gummies provide a gentle, easy-to-consume option for improving iron levels, reducing fatigue and supporting sustained energy.

The ‘Invest in Iron’ campaign reflects Arth’s purpose-led approach to wellness, motivating individuals to stay informed and take small, consistent steps towards improved health outcomes.