This World Heart Day, Saffola, a heart-care brand, has collaborated with India’s four channels- Colors, Sony Sab, Star Plus and Zee TV.
This development aims to promote its #SaffolaStepUpForYourHeart initiative. Further, the campaign brings together television actors to highlight the importance of simple heart-healthy habits, such as taking the stairs, through a creative and engaging storyline.
The #SaffolaStepUpForYourHeart movement encourages people to incorporate everyday actions that support heart health, with climbing stairs being a key focus. It has been proven that daily climbing of 50 stairs may reduce the risk of heart disease by 20% (Song et al, Atherosclerosis 2023).
As per the brand, the campaign is inspired by this study and doing this under a minute is a sign of good heart health. Saffola’s initiative aims to make heart health accessible by motivating consumers to take part in this simple yet impactful activity.
The TV collaboration features actresses from four shows, each representing their respective channels. In the TVCs, each actress is seen on set, ready to shoot the next scene of their respective shows while insisting to shoot it on the stairs leaving their directors looking perplexed but intrigued.
The message of the #SaffolaStepUpForYourHeart campaign is delivered, showing these stars embracing heart-healthy habits in an unexpected and engaging way.
The TVC concludes with a special appearance by Ronit Roy, who reveals that even the stars are taking steps to improve their heart health. Roy, the face of the #SaffolaStepUpForYourHeart movement encourages viewers to do the same by incorporating small, healthy actions- like taking the stairs- into their daily routines.
The AI-powered conversation with Roy is a crucial element of the engagement strategy. It was found that people avoid taking the stairs as it is seen as a mundane, if not strenuous, activity. To change that mindset and create a more positive experience, the brand integrated AI technology that allows participants to interact with Roy in real-time.
This World Heart Day, Saffola has invited everyone to Step Up For Your Heart- a simple and effective way to promote a healthier lifestyle, with a challenge that is both fun and rewarding. The Saffola Step Up For Your Heart Challenge is live until 10th October 2024.
Click here to watch the campaign with Kinjal Shah from ‘Anupama’ on Star Plus-
Click here to watch the campaign with Mangal from ‘Mangal Lakshmi’ on Colors-
Click here to watch the campaign with Prachi Kohli from ‘KumKum Bhagya’ on Zee TV-
Click here to watch the campaign with Vandana from ‘Wagle Ki Duniya’ on Sony Sab-
Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico said, “We are thrilled to collaborate with Star Plus, Zee TV, Sony Sab, and Colors, four of the most influential channels in Indian television, to amplify the message of heart health through the #SaffolaStepUpForYourHeart initiative. By bringing together iconic stars from beloved prime time shows, we’re able to connect with millions of viewers in a meaningful and engaging way. Stepping up for your heart is crucial, as small, everyday actions like climbing stairs can significantly impact long-term heart health. This collaboration highlights the power of storytelling in driving awareness and inspires these simple actions that can make a real difference.”
Further, Ram Cobain, CCO, Mullen Lintas, said, “#StepUpForYourHeart is not just another World Heart Day campaign; it is a wake-up call to society. In addition to climbing stairs while chatting with Ronit Roy’s AI avatar in real time, our campaign comprises a cheeky media innovation. We’ve taken our message to the masses by co-opting lead characters from disparate GECs. In a possible first, 4 main actors from popular-but-competing TV shows have come together to speak about the importance of stepping up for the heart. In a charming plot twist, all insist on delivering their lines while standing on stairs. The spots have been shot on actual show locations and use real storylines.”
Commenting on this collaboration, Jolene Fernandes Solanki, COO, Madison Media Ultra, said, “Saffola’s #StepUpForYourHeart campaign beautifully demonstrates how popular culture can influence positive lifestyle changes. By bringing together stars from India’s most-watched shows, we’re able to reach millions of households with an important message: small, daily actions like climbing stairs can have a significant impact on heart health.”
Credits:
Agency- MULLEN LINTAS
Kishore Subramanian- President and CSO
Ram Cobain- Chief Creative Officer
Sharon Picardo- Executive Director
Kapil Ojha- Executive Creative Director
Swapnil Salvi- Vice President
Gargi Sarvankar- Associate Vice President – Planning
Sneha Rajan- Creative Director
Virendra Mane- Associate Creative Director
Akshta Nigudkar, Tejas Patil, Kartik Kumar- Creative
Soumyajit Banerjee- Sr Brand Services Director
Yogita Talreja- Senior Brand Services Manager
