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....