MUMBAI: Pharmaceutical company, Cipla has developed ActivKids Immuno Boosters, a supplement for children. It will address the issue of low immunity in kids by providing up to 100 per cent RDA of key immunity nutrients. The concern for the children’s health makes mothers overprotective and they often put restrictions without realising the impact it has on their personality. It is necessary that instead of saying ‘No’ to kids always, their immunity is strengthened to keep them healthy.

Cipla Health head of marketing Himava Nath says, "The movement seeks to empower moms and the brand ActivKids Immuno Boosters, with its immunity benefits and unique format, aids the mothers and gives them the confidence to say ‘Yes’."

The campaign was rolled out with a social experiment on the online page of Cipla highlighting the psychological impacts of ‘No’ on a child followed by a call out to mothers to take the Yes Challenge.