New Delhi : In a strategic move to strengthen its leadership in the probiotic segment, Yakult Danone India has launched a new nationwide campaign featuring popular Japanese animated character Shin chan. The initiative aims to raise awareness around children’s gut health across India, timed with the Indian theatrical release of Shin chan: The Spicy Kasukabe Dancers on September 26.
With rising concerns around digestive issues in children — nearly 30% face problems such as constipation — the campaign seeks to educate families on the importance of gut health through a mix of entertainment and health messaging. Leveraging Shin chan’s widespread popularity among young audiences, the campaign is designed to make the science behind Yakult’s probiotic benefits accessible, fun, and memorable.
Eiji Amano, Managing Director, Yakult Danone India Pvt. Ltd., emphasized the significance of the campaign, “Our association with Shin chan takes on special significance with the India release of his latest movie, giving us an incredible opportunity to highlight Yakult’s core message on gut health in a fun, relatable way for children and their parents. By starting these conversations early, we hope to encourage healthy habits that support nutrient absorption, growth, and overall well-being. With this campaign live across both television and digital platforms in multiple languages, we are ensuring our message reaches families across India and inspires them to make gut health a natural part of their daily routine.”
The multimedia campaign spans a broad network of platforms, including digital and OTT channels like Meta, YouTube, Jio Cinema, MX Player, Sun NXT, Zee5, and Airtel Xstream, as well as national TVCs in English, Hindi, Tamil, and Telugu. To ensure deep regional reach, Yakult has activated the campaign in major cities such as Delhi NCR, Mumbai, Bangalore, Chennai, Hyderabad, Ahmedabad, Lucknow, Indore, Dehradun, and Guwahati. Additionally, the brand is investing in outdoor branding and on-ground activations featuring Shin chan visuals across hoardings, posters, and banners.
Taku Otsuka, Director – Sales, PR & Marketing, Yakult Danone India Pvt. Ltd., added,“Gut health plays a vital role in shaping lifelong wellness, and we believe building awareness at an early age is crucial. Through Shin chan’s engaging storytelling, multi-platform outreach, and Yakult’s scientifically proven probiotic, we aim to make digestive health both fun and easy for children everywhere.”
The campaign represents a blend of science-backed health messaging and cultural relevance, tapping into family entertainment to build consumer connection.
