Saffola: World Heart Day 2012
Dhiren Amin and Akhilesh Nath
Brand owner: Marico
Agency: McCann Worldgroup
Channels used: Internet – display, Internet – microsites, widgets, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Print – general, unspecified, Social media
Media budget: 10 – 20 million
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.
The objective was to increase the number of heart-age tests over 2011 at 50% less media budget than the previous year.
The insight: Every 30+ man wanted to be a 'superdad' to his child, but he had to settle for being just about ordinary. And nothing else in this world hurt him more than the failure to become the father he dreamt to be. Saffola used this extremely positive and compelling sentiment – the challenge to be a superdad – to magnify the relevance for heart age. Saffola's inspiration were iconic super heroes – the likes of Superman and Iron Man. Because every superhero has a secret power, we made 'the heart' the Indian superdad's secret power.