Dumex Dugro spotlights Malaysia’s iron-strong icons in latest campaign

Dumex Dugro is spotlighting the power of iron in shaping Malaysia’s future with its latest campaign, "Generation iron strong". 

The campaign features five inspiring Malaysians including paralympic shot putter Muhammad Ziyad Zolkefli, content creator Mekyun, biotechnologist Dr Mahaletchumy Arujanan, nanotech engineer Fakhirah Khairuddin, and award-winning cultural performer Dion Das Louis and celebrates how the right nutritional foundation fuels achievement.

All five of the chosen Malaysians share a common thread: they grew up on Dumex Dugro.

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The campaign’s tagline, “Be so much more,” underscores how early iron intake supports physical growth, cognitive development, and immune health, all of which are deemed essential for kids to reach their full potential.

Running from May to August, "Generation iron strong" rolls out a video series sharing each individual’s personal journey, alongside a contest and on-ground events aimed at raising awareness about iron deficiency anaemia (IDA).

Now in its third year, the long-term effort was created by Muma Malaysia to give Dumex Dugro a bigger purpose beyond the usual DHA and brain development messaging. “IDA is an invisible national health issue that threatens our future generation,” said Muma co-founder Choo Chee Wee.

“With ‘Generation iron strong,’ we’re building a campaign that shapes behaviour, earns trust, and gives the brand a soul," he added.

Since its 2023 launch, the campaign has set ambitious goals to eradicate IDA by 2028 through awareness, early detection, and prevention. Year one saw free screenings and a pledge drive that surpassed one million commitments from parents. Last year, Dumex Dugro enhanced its formula to triple iron absorption, reinforcing its market leadership.

This year’s iteration celebrates iron-strong individuals past and present, affirming Dumex Dugro’s role as a trusted partner for Malaysian parents. “A true creative partner brings lasting value by thinking big and driving long-term growth,” said Muma co-founder and managing director Pang Li Li.

“It’s about bold concepts that build brand strength year after year, delivering real business impact," added Pang. 

Dumex Dugro has had some strong campaigns in the past too. In 2019, it unveiled a musical series titled "kisah Dugro buddies" ('The tale of Dugro buddies') to inspire positive values in children.

Through three 60-second episodes, the musicals presents five #DugroBuddies characters such as Aiden the leader, Jolly Jane, Big Sis Sussie, Brainy Ben and Kosmo the kucing ('cat'). The brand recorded 1.2 million views on YouTube within its first week with average watch time of 54 seconds for its first musical capsule.

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