Marico goes online for Saffola’s heart-benefit proposition

NEW DELHI: Marico Industries has launched an online campaign, using an innovative floating creative, for Saffola’s new communication strategy based on heart benefit proposition. As in the case of the offline initiatives, the campaign shows a girl carrying a red balloon, encouraging consumers to reduce heart risk.

The campaign, released on Yahoo! and Rediff, initiates with three successive posers - `Overweight’, `Above 30’ and `Stressed’ followed by an option, leading to web site

The web site, an initiative of the Saffola Healthy Heart Foundation, stresses on the importance of a healthy lifestyle.

Says the spokesperson of Marico, “The current online initiative is a part of the “Aaj Se Jeene Ka Andaaz Sudhariye” campaign, where the brand is exhorting people to improve their lifestyle so that their heart problem risk is reduced.”

The online campaign guides consumers to tips on how to address the risk factors such as stress, cholesterol and managing diet among others, for which information is available on the website.

“It also offers a free personalised diet planner to everyone so that they can have a customised diet that is appropriate for their dietary needs. This diet planner not only gives ethnic cuisine but also gives recipes for the dishes recommended,” says the spokesperson.

On the usage of online medium, the spokesperson said, “Saffola uses the online medium to complement the offline educational initiatives. In the past, it has conducted large scale awareness programmes on special days like World Heart Day. The website was launched to educate people on heartcare and diet.”

The online campaign, which follows usage of TV, print and outdoor, will be released on other web sites in the near future.

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