McCann innovates across media; creates Saffolalife on World Heart Day

The Times of India gifts readers in 3 cities a free copy; STAR Plus, Colors & Zee TV unite for a brand new TVC

BestMediaInfo Bureau | Mumbai | September 2011

This World Heart Day, Saffolalife, an initiative from Saffola, is bringing together the largest media houses to further the cause of preventive heart care in India. McCann Erickson has conceptualized the first real integrated piece of communication ever which takes hardly 5 minutes to convert the message to result.

For the first time in the history of Indian television, Saffola has united the favorite stars of competitors STAR Plus, Colors & Zee TV in a brand new TVC that urges everyone to find your heart's age through the Saffolalife “Heart Age Finder” Tool & celebrate their heart's birthday. In addition, with another pioneering initiative, Saffolalife and Times of India are gifting readers in Mumbai, Delhi, Bangalore a free copy of The Times of India as a gift for their heart. This special gift has a delightful and novel way of actually experiencing a birthday celebration and watching print come wonderfully alive on one's mobile phone!

With the launch of the new TVC, Saffolalife is taking your heart's birthday celebrations to the silver screen. Bringing together our favorite Pratigya & Krishna, Priyanka & Shaili Bhabhi, Anandi & Simar and many more, the TVC 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: one's own heart. These stars from the rival channels STAR Plus, Colors & Zee TV have united with Saffolalife on a common platform for a common concern: to highlight the importance of preventive heart care in a light & heart-warming manner that people want to engage with.

Saffolalife and The Times of India are gifting readers in Mumbai, Delhi and Bangalore a unique gift this World Heart Day: a free copy of The Times of India for their heart! Every page of this special birthday gift is an invaluable present. As you go through the paper, you discover birthday gifts in the form of different ways to take care of your heart. What's delightful is the fact that the birthday celebration comes alive on the front page!  All you have to do is log on to toisurprise.com on your phone, hold your phone screen on the placeholder of the birthday party ad on the TOI front page, and watch the celebration come alive before finding out your heart's age on the Heart Age Finder!

As India's young population faces the highest risk of Cardio-vascular diseases (CVDs), Saffolalife continues to work on its mission to bring down the incidence of CVDs across India. This World Heart Day, these two path-breaking initiatives by Saffolalife have united the media fraternity on the serious cause of heart health. With the aim to raise tremendous awareness on the importance of preventive heart care, Saffolalife is conveying a serious message in a manner that people will embrace and engage with.

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Info@BestMediaInfo.com