MUMBAI: Saffola the "healthy oil" is back with a brand new TVC pushing its heart care pitch.

Touting the tag line "Jeene Ka Andaaz Sudhariye" (improve your lifestyle), the campaign is built around a study conducted by the Saffola Healthy Heart Foundation, which has found that every fourth adult Indian may be at risk of heart problems. And one of the means to adopt a healthy lifestyle - use Saffola naturally.

Conceptualised by Grey Worlwide's Prathap Suthan and directed by Equinox's Ram Madhwani, the campaign, which has been designed to get this critical message home, will be launched as a TVC, press and outdoor ad.

The TVC shows a little girl walking up to people and offering the a heart shaped balloon. Incidentally in every frame there are four adults and the child offers the balloon just to one of them, thus driving home the point that every fourth adult Indian may be at risk of a heart problem.. The TVC underlines the message "you may be at risk from a heart problem. Improve your lifestyle today - "Aaj Se Jeene Ka Andaaz Sudhariye".

A company release quotes Saffola Marico Industries marketing manager Ashish Bhargava as saying, "Saffola as a category thought leader has consistently emphasized the importance of a healthy lifestyle. We have gone beyond advertising to taking the brand promise to the consumer on ground through regular heart talks, heart check up camps and the healthykhana website. We want people to change their lifestyle by going in for early and regular checkups, adopting exercise and adopting healthier eating habits."

The study also revealed that urban Indians are at four times more risk of having heart problems than Americans, four out of five Diabetics die of heart problems and every fourth Indian family already has a sufferer.