New Delhi: Yakult Danone India Pvt. Ltd., has launched #GutIsBusted, a quirky and engaging social media awareness campaign to highlight the importance of good bacteria for a healthy gut. The campaign, running from March 17-31, 2025, takes a creative approach to educating consumers about gut health, digestion, and immunity.
The campaign starts with a mystery twist, creating a buzz around who has been arrested for weak immunity, bad digestion, and fatigue. However, the revelation comes later—it’s harmful bacteria that are the real culprits behind poor gut health! The campaign positions Yakult as a trusted solution, packed with good bacteria to strengthen digestion and boost immunity.
Highlighting the importance of gut health, Taku Otsuka, Director of Sales, PR & Marketing, Yakult Danone India Pvt. Ltd., said, “Today, world over, people are facing multiple health challenges. The health barometer suggests that 7 of every 10 Indians may be at risk of a lifestyle disorder. While this has been linked to poor nutrition, stress and lack of physical activity, an important determining factor is poor intestinal health. Hence, we have tried to reinforce the link between intestinal health and good health. Through this innovative campaign, we have highlighted the importance of good bacteria in the gut. The concept of probiotics is unique and literally means “For Life”. The unique probiotic Yakult bottle contains 6.5 billion live Lactobacillus casei strain Shirota, which suppress the growth of harmful disease-causing bacteria and increase the number of beneficial bacteria in the gut.”
Elaborating on the science of probiotics, Dr. Neerja Hajela, Head of Science Department, Yakult Danone India Pvt. Ltd., added, “The gut functions as a virtual organ ashome to over 100 trillion microbes, which weigh about 2 kg. The communities of micro-organisms are absolutely essential for the digestion of food, absorption of nutrients, maintenance of a well-developed immune system and production of essential vitamins such as vitamin B. It is pertinent to maintain intestinal balance. Probiotics, backed by decades of research, have been scientifically proven to contribute to the balance of these microbes and, thereby, both improve digestive health and build overall immunity.”
Ippei Nagamine, Chief Manager of PR & Marketing, Yakult Danone India Pvt. Ltd., emphasized the brand’s expanding footprint, stating, “Today, we are present in all 28 states& 6 Union territoriesin India. The health benefits of Yakult are tangible, and there is an upward trend in consumption. There is great visibility about the brand, and we are constantly and innovatively communicating the key messages of our signature products through consumer engagement initiatives at the ground level and on multiple platforms to raise awareness”.
