Maharishi Ayurveda empowers women with new campaign

Conceptualised by GREY Group India, the latest print campaign highlights Raktda, a unique ayurveda solution for iron deficiency from Maharishi Ayurveda

by exchange4media Staff
Published - Feb 6, 2019 3:59 PM Updated: Feb 6, 2019 3:59 PM
Maharishi Ayurveda

Modern Indian women are driven and ambitious. They are not shying away from following their passions. Be it setting up own businesses, or pursuing their love for Dance, or taking a plunge in their favourite Sport, they are chasing their dreams unabashedly. But many a times, despite mental toughness and resolve, their bodies preclude them from giving their best. Constant fatigue, tiredness, frequent headaches, hair loss, etc. are some of the issues that challenge them on a regular basis. These are amongst the common symptoms of iron deficiency and can get in way of their goals.
Raktda, a unique ayurveda solution for iron deficiency from Maharishi Ayurveda taps at this insight in the latest print campaign conceptualised by GREY group India. Raktda works with the natural intelligence of body and enhances its ability to absorb iron better from the everyday diet.
“Iron supplements category has by and large operated at a functional level in India. We wanted to reposition the category & shift the focus of conversations from the product to the aspirations of women, thereby building stronger relevance & affinity for the brand in her life,” said Ramesh Yadav, Global Head of Marketing, Maharishi Ayurveda.

“Raktda presented an exciting opportunity to create conversations around the importance of iron in our dietary regime. Given the lack of education around this category, we had a dual pronged challenge of creating condition awareness whilst keeping the aspirations and realities of today’s women at the center,” averred Ketan Desai, President and Growth Officer, GREY group.
For over 35 years Maharishi Ayurveda has been making the science of Ayurveda more relevant for Modern lifestyle. With footprint in 40 countries, Maharishi’s extensively researched products offer holistic solutions for body, mind and soul for a more vital and fulfilling life. 

Client: Ramesh Yadav (Global Marketing Head, Maharishi Ayurveda), Anjali Guha (Brand Manager)
Agency: GREY Group
Creative: Harshvardhan Sharma, Zishan Mohammed, Gurdev Singh, Arjun Bhimwal, Piyush Jain, Varun Goswami
Planning: Bikram Bindra, Arun Raman
Account Management: Ketan Desai, Suvikrant, Manvi Malhotra, Rahul Pahwa

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