Campaign Watch: Emcure #UnMaskAnemia

Emcure Pharmaceutical’s campaign #UnMaskAnemia aims to provide visibility to an often-overlooked aspect of Women’s health - Iron Deficiency.

I’ve seen some of the content they’ve put together across digital and social media (primarily Instagram & Twitter) with Twinkle Khanna endorsing the cause. I loved the fact that they’ve retained Ms. Khanna’s inherent irreverence in the promotional video to build awareness for Iron Deficiency Anemia self-tests.
Watch the video I’m referring to, here.

I love it when celebrity collaborations are not a force fit but their personalities play into the campaign. It just shows that a lot of thought went into planning and execution.

The Anemia Free India web interface brings together useful information like how to recognize signs of Anemia, things you can do to protect yourself and your family etc. There is an AR component to the campaign as well so that people can watch the videos scanning a QR code.

Overall, this is a well thought through campaign with its heart in the right place.

Unmask Anemia Instagram post featuring Twinkle Khanna

UnMask Anemia website.