Arth by Emcure has unveiled its latest initiative, ‘Invest in Iron,’ with cricket icon MS Dhoni as the face of the campaign. The launch coincides with World Iron Deficiency Day and shines a spotlight on one of India’s most overlooked health concerns – anemia.

The campaign focuses on a simple but powerful message: fatigue isn’t normal, and low iron could be the reason behind it. With a large percentage of India’s population – especially women – affected by iron deficiency, Arth aims to encourage people to recognize the early signs and prioritize routine iron check-ups as a vital part of personal health.

In the campaign film, Dhoni urges viewers to pay attention to subtle symptoms and adopt proactive health habits. His grounded, relatable presence supports the campaign’s goal of building awareness with authenticity and trust.

Namita Thapar, executive director at Emcure Pharmaceuticals, shared the purpose behind the initiative, saying Arth has always focused on health education before product promotion. She emphasized that iron levels play a key role in energy, immunity, and long-term wellness – and treating them like a preventive investment can improve lives.

As part of the initiative, the brand highlights convenient supplement formats including Arth Iron Gummies with ferrous ascorbate, designed for those who find traditional iron tablets difficult to consume.

With this campaign, Arth strengthens its commitment to fostering preventive, informed, and accessible healthcare for everyday India.