Saffolalife, a not-for-profit initiative by Marico Limited, has always championed the cause of heart health with a vision to create a ‘Heart Healthy India’. In line with its objective to raise awareness and bring effective change, Saffolalife has launched yet another campaign this World Heart Day – #CareForHerHeart that raises awareness for the cause of women’s heart health.
A mother, a daughter, a wife, a homemaker, a professional, a friend and more, she does it all with so much ease without anyone realising the toll it takes on her. The stress that goes unnoticed behind it all is not good for her heart.
Conceptualised by Mullen Lintas, #CareForHerHeart campaign kickstarts with a digital film in an emotional and revelatory note, that highlights the stress that women go through every day as they play multiple roles, that has adverse effect on her heart and urges her loved ones to put her and her heart first this World Heart Day, as she continues to be our hero without a cape.
Koshy George, Chief Marketing Officer, Marico Limited, said, “Committed to creating a Heart Healthy India, Saffolalife has undertaken various initiatives aimed at encouraging people to adopt a proactive healthy lifestyle over the past few years. This year on World Heart Day, we have launched a heart-warming digital campaign, which brings forth the importance of recognising the unseen stress faced by women in their daily lives and the impact it may have on their heart.
“Through our continuous efforts to drive awareness around heart health, we are urging everyone to recognise this unseen stress on women and step up to care for her heart,” George added.
Garima Khandelwal and Azazul Haque – Chief Creative Officers, Mullen Lintas, said, “Every year on World Heart Day, Saffolalife throws light on a subject related to heart health issues which are not known to many. This year, it was a two word brief ‘Unseen Stress’ in women’s everyday life and the film was to be an eye opener. Given the deluge of campaigns around the World Heart Day, the challenge was also to make it clutter breaking.
“Finally, when we cracked the idea of showing a woman doing her everyday work while the voice over is of a man who is complaining about everyday office stress, got everyone excited. We hope this film and this campaign makes all of us realize, that the everyday stress levels in a woman’s life are not good for her heart,” the duo added.
CCO – Azazul Haque, Garima Khandelwal
CEO – Hari Krishnan
Creative: Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, Johns Joy, Chandni Dave, Aswirbaad Das, Pintu Bisoyi
Account Management: Priya Balan, Samir Sagar, Miloni Shah
Planning: Ekta Relan, Vinit Jani