MAM

Saffolalife urges to pay attention to your belly fat

The campaign aims to drive awareness of the impact of belly fat on heart health

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/09/Saffolalife.jpg?itok=dQF7mDDI

MUMBAI: Saffolalife, a not-for-profit initiative by Marico launched a new campaign on World Heart Day. This year, the campaign ‘Dil ki haalat, pet se pakad’ aims to build awareness and educate people on the impact of belly fat on heart health, thereby inspiring people to begin their journey towards a healthier heart and lifestyle.

The campaign kicked off with a digital film conceptualised by McCann Mumbai. The film shows light-hearted moments of family and friends holding a dear one’s belly fat in jest, but in reality it is no laughing matter since belly fat puts your heart at risk. Through the film and campaign, Saffolalife aims to build awareness of a lesser known fact, that the presence of belly fat increases heart risk. The video was launched across social media platforms - YouTube, Facebook, Instagram and OTT platforms like VOOT and HotStar complemented with print releases and on-ground activities to amplify the message ‘pet pakad mein aaye, toh karo dil ka khayal shuru.’

Consumers can also visit the Saffolalife microsite (www.saffolalife.com) and use the Heart Risk Calculator to get a deeper understanding of the extent of their heart risk.

On World Heart Day, Saffolalife also released a research study on the ‘Impact of belly fat on heart health’ which highlighted some astonishing facts such as 67 per cent Indians with belly fat are at heart risk, 83 per cent Indians who are at heart risk due to belly fat do not consider belly fat to be a key reason for heart risk, 6 out of 10 Indians are at heart risk due to belly fat despite having normal weight and 63 per cent Indians under 35 years are at heart risk due to belly fat.

Saffolalife has also partnered with a team of cardiologists and nutritionists who provided various insights on this issue and recommend ways to improve one’s heart health.

Marico chief marketing officer Anuradha Aggarwal says, "We endeavour to build a Heart Healthy India by encouraging people to take charge of their heart health through small yet impactful measures. For over a decade, the Saffolalife initiative has been building awareness on heart health and inspiring people to take care of their heart. This year’s campaign drives an important message on how the presence of belly fat can impact one’s heart health. And, that people should start taking care of their heart if they can see fat around their belly."

Talking about the campaign, McCann Mumbai EVP GM and national head planning Suraja Kishore adds, “Every World Heart Day, Saffolalife has been raising consciousness of people towards heart health. This time we discovered a powerful insight that made us go one step further. The insight stems from something that most of us worry about but don’t link to heart health which is the presence of belly fat. This led us to the idea of – ‘self-check your heart-health’ by measuring your belly fat.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/22/voiro.jpg?itok=xML5mCUp
1Crowd invests Rs 2.5 cr in media tech brand Voiro

Bangalore-based startup Voiro, a unique revenue management suite for ad-led digital publishers, has attracted Rs 2.5 crore in a pre-series A-round of funding led by early stage investment fund 1Crowd and its investor community.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/22/sun.jpg?itok=pPuK-2gs
93.5 RED FM is principal sponsor of SunRisers Hyderabad for IPL 2019

93.5 RED FM has announced its association as the principal sponsor of SunRisers Hyderabad for the 12th edition of VIVO Indian Premier League (IPL 2019).

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/22/phonepe.jpg?itok=dGsqZbFg
Aamir Khan announced as PhonePe brand ambassador

PhonePe, India’s fastest growing payments platform, today announced Bollywood superstar Aamir Khan as the face of its brand.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/22/Aditya_Bafna.jpg?itok=rUiJHwL5
Want to promote cycling as a lifestyle choice first: Giant Bicycles' Aditya Bafna

Started in 1972 in Taiwan, Giant Bicycles is one of the world’s largest producers of high-quality and performance bicycles. Known globally for bringing together high-quality craftsmanship, technology, and innovative designs under one roof, it recently made its debut in India, opening its flagship...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/prithvi.jpg?itok=0uHyIv8S
Fanmojo announces association with Prithvi Shaw

Keeping an eye on the rising popularity of fantasy sports in India, Fanmojo, a part of U2opia Global, announced its association with the young prodigy of Indian cricket-Prithvi Shaw.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/inox.jpg?itok=oFDz3iYg
INOX becomes the official partner of Rajasthan Royals

India’s fastest growing multiplex operators INOX Leisure Ltd announced that they have become the official partners with Rajasthan Royals. Under the partnership, INOX will have its logo presence on the team attire.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/holi.jpg?itok=dYf5kwUZ
Holi goes digital with Helo

Sending Holi greetings, Helo, India's leading regional social media platform, just launched ‘Holi by Helo’ its latest festive campaign.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/quint.jpg?itok=cB1Gt0se
The Quint, founded by Raghav Bahl and Ritu Kapur, turns 4

The Quint, India’s leading mobile-first online news portal, completes four years of delivering bold and thought-provoking news, views and interactive content to its readers.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/morris.jpg?itok=sAtAVzQW
Morris Garages India announces Benedict Cumberbatch as brand ambassador

Marque carmaker MG (Morris Garages) India has announced its association with the revered British actor Benedict Cumberbatch as its brand ambassador.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories