Saffolalife, the heart care brand from Marico, has released its latest campaign to celebrate ‘World Heart Day’.
Through this year’s campaign, created by McCann Erickson, Saffola has urged people to find the real age of their heart through their one-of-a-kind Saffolalife, ‘Heart age finder’ tool. Via this tool, they want people to celebrate their heart’s birthday and gift it a healthier lifestyle.
The TVC shows glimpses of all the birthdays we celebrate in a year (daughters', friends', bosses' etc). The voiceover then tells us that we celebrate birthdays of all the important people around us, but we don’t celebrate the most important birthday; that of our hearts. It then urges people to find out the age of their heart and start celebrating its birthday through a tool, available on their website, www.saffolalife.com and a helpline number.
Commenting on the TVC, Loveleen Raina, senior vice president and general manager, McCann Erickson, said, “Following the success we achieved through last year’s campaign, this year we’ve targeted a younger audience. Heart problems have started effecting people at a younger age in India, compared to the West. Through this campaign we are trying to communicate to consumers that your heart age is different to your chronological age. Once the heart age is determined, people will start taking extra care of their heart. After one determines the age of their heart, they are then asked to celebrate the birthday of their heart and gift it either a healthier lifestyle.”
Abhinav Tripathi, senior creative director, McCann Worldgroup, India, added, “We celebrate random birthdays of third or fourth cousins, Facebook friends, etc but not the thing that is closest to us; our heart. This year we have asked people to take an oath in a different way. We have created a straight-forward TVC which conveys the message to call or go online to check the age of their heart and celebrate and gift it a healthier lifestyle.”
The TVC will be supported by print, digital and on-ground activities among others.
World Heart Day is on Thursday, 29 September 2011.
Agency: McCann Erickson
Senior creative directors: Abhinav Tripathi and Denzil Machado
Business head: Sudhish Pillai
Head marketing, Marico: Sameer Satpathy
Brand manager: Sharika Munshi