Marico has rolled out a film on the occasion for World Heart Day (celebrated on 29 September) for its not-for-profit initiative Saffolife.
Conceptualised by Mullen Lintas, the #CareForHerHeart film highlights the stress that women go through every day as they play multiple roles. This stress can have an adverse effect on her heart and urges her loved ones to put her and her heart first.
Koshy George, chief marketing officer, Marico, said, “Committed to creating a 'heart healthy India', Saffolalife has undertaken various initiatives aimed at encouraging people to adopt a proactive healthy lifestyle over the past few years. This year on World Heart Day, we have launched a heart-warming digital campaign, which brings forth the importance of recognising the unseen stress faced by women in their daily lives and the impact it may have on their heart. Through our continuous efforts to drive awareness around heart health, we are urging everyone to recognise this unseen stress on women and step up to care for her heart.”
Garima Khandelwal and Azazul Haque, chief creative officers, Mullen Lintas, said, “Every year on World Heart Day, Saffolalife throws light on a subject related to heart health issues which are not known to many. This year, it was a two word brief 'unseen stress' in women's everyday life and the film was to be an eye opener. Given the deluge of campaigns around the World Heart Day, the challenge was also to make it clutter breaking. Finally, when we cracked the idea of showing a woman doing her everyday work while the voice over is of a man who is complaining about everyday office stress, got everyone excited. We hope this film and this campaign makes all of us realise that the everyday stress levels in a woman's life are not good for her heart.”
Creative agency: Mullen Lintas
CCO: Azazul Haque, Garima Khandelwal
CEO: Hari Krishnan
Creative: Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, Johns Joy, Chandni Dave, Aswirbaad Das, Pintu Bisoyi
Account management: Priya Balan, Samir Sagar, Miloni Shah
Planning: Ekta Relan, Vinit Jani
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