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Tag: Saffolalife

  • This World Heart Day Saffolalife encourages people to Stay Active, Eat Better and Be Happy for a Healthier Heart

    Saffolalife’s new campaign inspires consumers to take small steps towards a healthier heart

    By A Correspondent

     

    Saffolalife has launched a new World Heart Day campaign coining “Chhote Kadam – dilke bade kaamke” as a creative idea to drive home the point of the need to have a healthier heart.

     

    Various consumer studies have revealed that most people see achieving heart health as a daunting task and find it difficult to make big changes in their current lifestyle. This is the reason that despite being aware, there is inertia towards taking proactive steps regarding heart health. Taking cognisance of this barrier, Saffola realised that it needed to change the language around heart health to showcase how it can be made enjoyable, everyday yet effective.

     

    Saffolalife kickstarted the campaign with a TVC that hums the tune – “Chhote Chhote kadam, ta ra rum pumpum, roz-roz uthaya karo”.  It showcases people in all walks of life taking tiny steps towards a healthier lifestyle – regular walks, playing a sport, indulging in dance or yoga, being happy and having fun, eating mindfully by avoiding junk food or consuming in small portions, etc.

     

    Additionally, Saffolalife has launched the Healthy Lifestyle Index on www.saffolalife.com, which tool that correlates lifestyle score to heart health. The Saffolalife Healthy Lifestyle Index has been developed in conjunction with eminent cardiologists, dieticians and doctors with the mission to educate people on early heart health measures.

     

    Said Anuradha Aggarwal, Chief Marketing Officer, Marico Limited: “Saffolalife has always stayed committed to spreading awareness and making people realise the importance of heart health. This year’s campaign evolves that paradigm and talks about proactive heart health. It is a progression that the consumer is seeking – an evolution from fear of illness to proactive health. The new communication aims to inspire people to take small steps like staying active, eating mindfully and being happy which will go a long way towards leading a healthier life.”

     

    Added Partha Sinha, Vice Chairman & MD, MccannWorldGroup: “The health narrative in this country was getting rather daunting and discouraging. We figured out that if health is not a part of everyday living, it becomes unattainable. At Saffolalife, we want to encourage people to embrace health in everyday life and open their minds to the possibility of benefiting from small, enjoyable steps to health.”

     

  • This film is an endeavour to inspire people to re-evaluate the need to "Protect her heart"

    Saffolalife shifts focus to heart problems faced by women

    By A Correspondent

     

    This World Heart Day Saffolalife will drive awareness and action towards the cause of women’s heart health in India. Contrary to common belief that men are susceptible to heart health problems, recent studies show that as high as 3 out of every 5 women above the age of 35 develop a cholesterol problem, which puts them at a risk of heart diseases.

     

    This film is an endeavour to inspire people to re-evaluate the need to “Protect her heart”. The creative device of this film emanates from a very simple loving ritual that most Indians have grown up with. The ritual of putting a black dot, a ‘kaala teeka’ on the foreheads of our kids, so that they stay protected and healthy. By reversing the gesture and putting the Kaala Teeka on women, Saffolalife urges family members to protect the heart that has always cared so much for them, by taking them for the cholesterol test.

     

    Saffola has always talked to the woman, focussing on the man’s heart health. So when it came to light that 3 out of 5 women in the country are at heart risk, it was not only a startling piece of news to be communicated but also a big opportunity for the brand to shine a light on women’s heart health, which is taken for granted by families and the society at large. We have always lived with a feeling that ‘mom will always be there’, which is a perception out of love and ignorance and not the truth. From this emerged the thought of ‘who will care for the heart that cares for all’. The attempt this time was to put the ‘kaala teeka’ on the beautiful women in everybody’s lives as a symbol to protect their hearts.

     

  • 3 leading TV channels, Star, Colors & Zee TV unite to support Saffolalife in a brand new TVC to celebrate “your heart’s birthday”. With this The Times of India will gifts readers in three cities a free copy as a birthday present for their heart, along with a surprise on the front page.

    Channels show heart for Saffolalife

    By Shubhangi Mehta

    This World Heart Day, Saffolalife, an initiative from Saffola, is bringing together the largest media houses to further the cause of preventive heart care in India.  For the first time in the history of Indian television, Saffola has united the favourite stars of competitors STAR Plus, Colors & Zee TV in a brand new TVC that urges everyone to find your heart’s age through the Saffolalife “Heart Age Finder” Tool and celebrate their heart’s birthday.

    In addition, with another pioneering initiative, Saffolalife and Times of India are gifting readers in Mumbai, Delhi, Bangalore a free copy of The Times of India as a gift for their heart. This special gift has a delightful and novel way of actually experiencing a birthday celebration and watching print come wonderfully alive on one’s mobile phone.

    With the launch of the new TVC, Saffolalife is taking your heart’s birthday celebrations to the silver screen. Bringing together our favorite Pratigya & Krishna, Priyanka & Shaili Bhabhi, Anandi & Simar and many more, the TVC raises awareness about the fact that even though we celebrate the birthday of our favorite stars, we often forget the one who is the most important: one’s own heart. These stars from the rival channels Star Plus, Colors and Zee TV have united with Saffolalife on a common platform for a common concern: to highlight the importance of preventive heart care in a light and heart-warming manner.

    Commenting on the TVCs, Mr Abhinav Tripathi, Senior Creative Director, McCann Erickson Mumbai, said, “Everybody loves a surprise. So when it comes to your heart’s birthday, what better way to wish it? Which is why on World Heart Day we decided to gift it a Times Of India. Absolutely free, loaded with wonderful presents, compliments of TOI and Saffolalife.  From the first page on, every page will hold a special surprise, including an ad that literally comes to life in front of your eyes. And the rest of the gifts, well, why don’t we let your heart decide”

    Sushma Jhaveri, COO, Madison Media Infinity, said, “The key to any Impactful innovation is extending the creative idea seamlessly in media.  Saffolalife’s World Heart Day partnership with leading TV channels and The Times of India, succeed in doing this effortlessly by breaking through clutter to increase noticeability and enhancing Impact for the cause.”

    As India’s young population faces the highest risk of cardio-vascular diseases (CVDs), Saffolalife continues to work on its mission to bring down the incidence of CVDs across India. This World Heart Day, these two path-breaking initiatives by Saffolalife have united the media fraternity on the serious cause of heart health. With the aim to raise tremendous awareness on the importance of preventive heart care, Saffolalife is conveying a serious message in a manner that people will embrace and engage with.