Campaign details

Brand: Kwality Dairy
Brand owner: Kwality Limited
Lead agency: McCann Worldgroup India
Country: India
Industries: Dairy products, fats, oils
Media channels: Events & experiential, Newspapers, Public relations, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

A sun-rich country was also one of the most deficient in the sunshine vitamin, vitamin D. With a minor shift in school timetables that didn’t affect the regular curriculum, we inculcated a practice that could majorly and positively impact the health of India’s future generations. Through the Noon Assembly initiative, over 900,000 children got a simple, scientifically validated and effectively free method of acquiring essential vitamin D adequately and regularly – which would otherwise have cost the nation millions of rupees in fortified foods and supplements.

Market background and cultural context

Vitamin D: The easiest nutrient to acquire