Diabetes is quickly becoming the symbol of an impending epidemic in India, with over 62 million people presently diagnosed with the disease. The pervasiveness of diabetes is expected to double worldwide to 366 million by 2030, with the maximum spike in India.
India, the world capital of diabetes, is generally blamed for its food habits. Rather than maintaining a healthy lifestyle and seeking medical guidance, people are mostly seen curbing food habits and restricting what they eat.
This is why, in order to fulfil the need of the hour, Adani Wilmar Ltd. (AWL), the leading manufacturer and distributor of cooking oils & food products, under its flagship brand Fortune, launched a pioneering product, Fortune VIVO Diabetes-Care Oil, which is India's 1st diabetes care oil and the latest innovation in the Indian cooking oil segment, earlier this year.
In an effort to create more awareness about this product and spread dietary knowledge about diabetes, Fortune Foods has launched its digital initiative – Eat Away Diabetes – on a special microsite – vivobuddy.com. The VIVO Buddy content platform is aimed at being a handy guide for diabetics and their caregivers, empowering & encouraging them to live a healthy life. It also houses exciting trivia, tips, healthy recipes, among other things.
Sandip Maiti, CEO Experience Commerce & Fortune’s Digital Agency said, “Research has shown over time that one of the most important reasons for the growth of Type II Diabetes is a bad diet. Lack of dietary knowledge, sedentary lifestyle and a lackadaisical attitude towards food, accelerate its progression. There is now a growing school of thought that believes it's possible to reverse diabetes, by adopting a wholesome diet and maintaining an active lifestyle.
The Fortune VIVO campaign urges people to restore this balance. Participants play a game to understand their current state of awareness and attitude towards diabetes. We call it ‘DQ’. This game leads users to relevant information that encourages them to enjoy food and life. 'Eat Away Diabetes’ is thus, a campaign call-out that shatters the most primal myth around diabetes.”
The game culminates in one of the 4 fun avatars that are assigned to the protagonist of the game. The advice to each of the avatar varies, however, ultimately it leads them to the principle “balanced life” philosophy, which is indeed the VIVO way of life.
Anghsu Mallick, COO, Adani Wilmar, said, “For an everyday category like cooking oil, this is a unique and never-seen-before campaign, a breath of fresh air for a lot of people in India who suffer from this ailment that often accompanies strict regimens and also stigma. In fact, this is only the 1st step in the brand’s vision to Make India Diabetes Free”.
Fortune VIVO Diabetes-Care Oil has been developed through years of painstaking research & development. Its components help lower the high blood sugar level and enhance the efficiency of anti-diabetic medications improving insulin sensitivity in Type II Diabetes by controlling high blood pressure. It is clinically proven to help manage diabetes.
With a wide range of other health benefits, Fortune VIVO is the perfect cooking oil for all round health of your family. It is easily available at the nearest retail outlets as well as on e-Commerce portals. Now you can stay fit without giving up on your favourite dishes!
This is a partnered post.