Yakult Danone India has announced a collaboration with Shin chan, the animated character, launching a nationwide campaign across digital platforms and television. The initiative coincides with the release of Shin chan: The Spicy Kasukabe Dancers in India on September 26 and aims to connect with families around the movie’s launch.
The campaign addresses a growing health concern among Indian children: nearly 30% face digestive issues like constipation, while poor gut health is linked to lower immunity, reduced energy, and slower nutrient absorption according to the brand. Using Shin chan’s popularity, the campaign taps into his playful and relatable personality to help families and kids understand the importance of gut health. It combines entertainment with information, showing Shin chan’s take on why a healthy gut matters for better energy, stronger immunity, and overall wellness.
Through digital outreach, the campaign is targeting specific regions across the country, including Delhi NCR, Mumbai, Bangalore, Chennai, Hyderabad, Ahmedabad, Lucknow, Indore, Dehradun, and Guwahati. To increase visibility, Yakult has also rolled out outdoor branding with hoardings, posters, leaflets, banners, and other on-ground activities featuring Shin chan and Yakult branding.
The campaign includes a digital presence across social media platforms like Meta, YouTube, and OTT platforms such as Jio Cinema, MX Player, Sun NXT, Zee5, and Airtel Xstream, aiming for broad outreach to households across the country. Yakult has also released a national TVC in English, Hindi, Tamil, and Telugu to connect with children and parents in a simple and relatable way.
With this comprehensive nationwide rollout, Yakult aims to strengthen its leadership in the probiotic health segment by combining science, taste, and entertainment. By utilising a mix of television, digital platforms, and on-ground activations, the brand seeks to inspire families across India to prioritize gut health, empowering the next generation to grow up happier, healthier, and stronger.
Speaking about the campaign, Mr Eiji Amano, Managing Director, Yakult Danone India, said, “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.”
Adding to this, Mr Taku Otsuka, Director – Sales, PR and Marketing, Yakult Danone India said, “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.”
