Saffolalife's tips for a healthy heart -- Stay active, eat better and be happy

The TVC, conceptualised by McCann Worldgroup, encourages people to take small steps towards a healthier heart with the message, 'Chhote kadam – dil ke bade kaam ke'

BestMediaInfo Bureau | Mumbai | September 29, 2016

Click on the Image to watch the TVC.

Saffolalife has launched its new Saffolalife World Heart Day campaign with an aim to inspire people to take small steps towards a healthier heart. The brand has coined 'Chhote kadam – dil ke bade kaam ke' as a creative idea to drive home the point.

Findings of various consumer studies that show 'staying active, eating better and being happy can make your heart up to 50 per cent healthier' form the basis of Saffolalife's new campaign.

Saffolalife kick-started the campaign with a TVC conceptualised by McCann Worldgroup and set to the feet-tapping tune of 'Chhote Chhote kadam, ta ra rum pum pum, roz roz uthaya karo'. It showcases people from all walks of life taking tiny steps towards a healthier lifestyle – regular walks, playing a sport, indulging in dance or yoga, being happy and having fun, eating mindfully by avoiding junk food or consuming in small portions, etc. The TVC ends by informing people how a small effort and minimal alteration in one's daily habits can improve health of the heart by 50 per cent.

Anuradha Aggarwal

Anuradha Aggarwal, Chief Marketing Officer, Marico Limited, said, “Saffolalife has always stayed committed to spreading awareness and making people realise the importance of a healthy heart. 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

“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,” said Partha Sinha, Vice-Chairman and MD, McCann Worldgroup.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/09/Saffolalife.jpg

Credits

Client: Marico Limited

Brand: Saffolalife

Agency: McCann Worldgroup

Chairman Asia Pacific, CEO and 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

Director: Oni Sen

Producer: Suparna Chatterjee

Production House: Electric Dream Film Company

Music Director: Samir Uddin

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