Khoon Se Rishta: A Creative Twist to Anemia Awareness Through Bollywood

Spreading awareness about public health issues like anemia often comes with a challenge—how do you break through the clutter and reach people in a way that actually sticks? The answer, sometimes, lies in something as familiar as Bollywood. The Khoon Se Rishta campaign takes an innovative leap by combining health communication with cultural storytelling, reimagining classic Bollywood movie dialogues to talk about something as serious as anemia. The result? A campaign that doesn’t just inform—it connects.

The Concept: Familiar Emotions, New Purpose

Using the timeless charm of Hindi cinema, the Khoon Se Rishta campaign flips popular film posters and iconic lines into health messages that resonate. These aren’t just ads—they’re emotional nudges, packaged with a dose of nostalgia.

Set in Uttar Pradesh, where anemia remains a critical health concern, the campaign speaks in the local language (Hindi) and uses visual elements people recognize and relate to. This approach helps overcome message fatigue and brings back attention to an issue that’s often overlooked.

Designed With the Community, Not Just For Them

One of the most effective aspects of this campaign is its collaborative design process. Community feedback wasn’t just welcomed—it was essential. Posters and messaging were tested with real families, frontline workers, and educators to ensure they felt relevant, engaging, and actionable.

The response? Overwhelmingly positive. People didn’t just notice the posters—they talked about them, remembered them, and even shared them.

Simple Formats, Big Reach

From bus stop hoardings to WhatsApp forwards, the campaign was designed to move easily across platforms. Materials were distributed to health centers, Anganwadis, schools, and panchayats, ensuring deep rural and semi-urban penetration. It’s not just visual—it’s viral.

Collaboration Behind the Scenes

Campaigns like these don’t happen in isolation. A special shoutout goes to the creative minds who helped bring this to life—Bravin Fernandes and Osama Salman—whose storytelling skills turned public health messaging into an art form.

Want to Amplify the Impact?

If you’re part of an organization working on health, nutrition, or grassroots campaigns, this model is available for customization and branding. The toolkit can be adapted for your geography or community, making it a powerful plug-and-play solution.

Let’s take health messaging beyond brochures and bring it where people are—on their streets, in their phones, and most importantly, in their hearts.