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TOI launches #HappyHeartIndia campaign with Asian Heart Institute

Akshay Kumar has also associated with the initiative that gives a chance to 200 underprivileged children to receive free heart surgeries

The Times of India, in collaboration with Asian Heart Institute, has launched the #HappyHeartIndia campaign. The campaign, launched by Akshay Kumar, aims to shed light on the nation’s growing heart disease problem.

The campaign urges readers to ‘Save a Heart’ by nominating an underprivileged child they may know, who is below 12 years of age and needs a cardiac surgery but has no means to pay for it. Asian Heart Institute pledges to sponsor and perform these surgeries for 200 verified cases across 16 cities in India.

The campaign #HappyHeartIndia is built around multiple content pillars through interviews that will amplify the importance of inculcating healthy heart habits in our daily lives via a three-month long engagement across print and digital. The campaign will also run inspirational stories and fun contests to engage readers as it promotes the importance of and ways to maintain a healthy heart.

Sanjeev Bhargava

Sanjeev Bhargava, Director, Brand TOI, said, “The campaign with Asian Heart Institute is a step in the direction towards a healthier India and we are glad to bring this campaign to our readers. Dr Panda and Akshay Kumar’s involvement to the cause has helped raise awareness for this campaign. TOI has always been at the forefront to help raise awareness for causes that affect the people of our country and hope to continue our endeavour in building a healthier, happy India.”

Commenting on their association with TOI, Dr Ramakanta Panda, Vice-Chairman and Managing Director, Asian Heart Institute, said, “It gives me immense pleasure to launch the campaign and associate with The Times of India as well as to receive unconditional support from one of Bollywood’s biggest stars, Akshay Kumar. After championing various causes and his commitment to fitness, Akshay Kumar is the ideal face for this campaign.”

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