Raahil Chopra
Sep 29, 2011

Saffola gifts readers free copies of TOI to celebrate World Heart Day

Also WATCH a new TVC that features TV starts from three channels

wide player in 16:9 format. Used on article page for Campaign.

Continuing with its Saffolalife initiative, Saffola has rolled out their latest TVC and print innovation on World Heart Day.

In its TVC, which has been created by McCann Erickson, Saffola has brought together media houses in India to further the cause of preventive heart care. Television actors from STAR Plus, Colors and Zee TV feature in a TVC which further promotes Saffolalife’s ‘Heart Age Finder tool’ and 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; our heart.

In addition, Saffola has gifted readers in Mumbai, Delhi and Bangalore a free copy of the Times of India for their heart. Every page of the newspaper has a gift for readers and as one goes through the paper, gifts are discovered in the form of different ways to take care of your heart. The frontpage of the paper has an advertisement which urges readers to blow out the candles before they can unwrap your gift. Readers have to place the advertisement in front and log on to toisurprise.com from a mobile phone in order to blow the candles and discover the age of their heart.

VIEW the print ads

   
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 (Click for full view)

Madison Media Infinity handles the media duties for Saffola.

Commenting on the campaign, Sushma Jhaveri, chief operating officer, 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.
 
On the print advertisement, Abhinav Tripathi, senior creative director, McCann Erickson Mumbai, added, “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 Times of India and Saffolalife.  From the first page on, every page holds 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.
 
On the new TVC, he added, “Another wonderful media innovation is the coming together of the three biggest television giants for this wonderful cause. For the first time ever, viewers get to see all their favorite characters across various soaps wish their heart a happy birthday. And in turn, remind you that you have to find your heart’s age and wish it too.”

 

Source:
Campaign India