Saffola: World Heart Day 2012

This case study describes how Saffola, the cooking oils manufacturer with the heart-health positioning, used a campaign aimed at fathers aged over 30 to increase take up of heart age tests in India.

Saffola: World Heart Day 2012

Dhiren Amin and Akhilesh Nath

Campaign details

Brand owner: MaricoAgency: McCann WorldgroupBrand: SaffolaCountry: IndiaChannels used: Internet – display, Internet – microsites, widgets, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Print – general, unspecified, Social mediaMedia budget: 10 – 20 million

Executive summary

Since 2010, Saffola had cautioned people that their heart age was greater than their biological age. In 2012 it needed to magnify the relevance of heart care for the 30+ men. They were afraid of it and looked the other way....

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