Saffolalife, an initiative by Marico, the maker of edible oils brand Saffola, unveiled a campaign ahead of World Heart Day which falls on 29 September.
Saffolalife seeks to create a 'Heart Healthy India' by education and inspiration. This year's campaign urges people to take small steps towards a healthier heart.
A TVC conceptualised by McCann Worldgroup went life on the brand's YouTube channel on 22 September.
Set to an adaptation of yesteryear Hindi movie hit 'Uthe sabke kadam tara ram pam pam...', the film urges viewers to take small steps everyday towards a healthy lifestyle with the lyrics, 'Chhote chhote kadam, tara ram pam pam, roz roz uthaya karo'. It features, in a happy mood, a variety of people starting with a young mother running with her infant up some steps. A man chasing the dog he's walking with his young daughter on the beach fill the next frame. A young woman urging her friend to eat healthy on a tram, a man entertaining kids in a cradle with a lively dance, colleagues tapping a football in office, people exercising, walking, dancing and a girl speeding in a wheelchair at a park are among visuals that are used to drive home the message.
The film ends stating that making a small effort and bringing about a small alteration in daily habits could lead to heart health improving by 50 per cent.
According to an official statement, consumer studies revealed that most people find it difficult to make big changes in their current lifestyles. Hence the change in communication around heart health "to showcase how it can be made enjoyable, everyday yet effective," it added.
Anuradha Aggarwal, CMO, Marico, said, “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.”
Partha Sinha, vice chairman and MD, Mccann WorldGroup, added, “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.”
Saffolalife has also launched a 'Healthy Lifestyle Index' on Saffolalife.com, a tool that correlates lifestyle score to heart health.
Chairman Asia Pacific, CEO & CCO India: Prasoon Joshi
National creative director: Pradyumna Chauhan
Executive creative director: Subramani Ramachandran
Creative team: Sharmad Khambekar, Archit Gadiyar, Pranav Bhide, Aditya Tripathi
Group business director: Sarita Raghavan
Account management: Gaurav Govindan, Shivani Panchal
National planning Head: Suraja Kishore
Group planning Head: Rajesh Sharma
Planning team: Akhilesh Nath
Films: Vrushali Samant
Production house: Electric Dream Film Company
Director: Oni Sen
Producer: Suparna Chatterjee
Music Director: Samir Uddin