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Quaker Oats launches ‘Mission to Make India Heart Healthy’ campaign

Quaker Oats launches ‘Mission to Make India Heart Healthy’ campaign

Author | exchange4media Mumbai Bureau | Tuesday, Sep 15,2009 8:09 AM

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Quaker Oats launches ‘Mission to Make India Heart Healthy’ campaign

Quaker Oats, in association with The Times of India and Apollo Hospitals, has launched a special initiative titled ‘Mission to Make India Heart Healthy’. Quaker Oats has also developed a portal (www.goodmorningheart.com), which helps assess risks associated with the heart and provides a range of solutions and information on how to stay Heart Healthy.

Rajesh Ramakrishnan, EVP - Consumer Strategy, NBD & Quaker, said, “Through this website (www.goodmorningheart.com), Quaker Oats encourages people to take a ‘Heart Health Test’, scientifically developed in partnership with Apollo Hospitals. Essentially, the aim of the test is to answer the question – ‘Is your heart older than you?’.”

Once the consumer has taken the test, they would receive customised diet plans based on risk profiles, heart health tips, healthy recipes and other information required for a healthy heart. The website will also contain articles on heart health, tools such as BMI calculators and a downloadable widget, an interesting innovation that helps people monitor their progress constantly against set goals.”

“The aim of The Quaker Oats-The Times of India-Apollo Heart Health Mission is to make Indians heart healthy by raising awareness about their risk of heart disease. The intention is not to alarm, but to forewarn people so that they make timely and habitual interventions,” added Ramakrishnan.

Prof Adrian Kennedy, Managing Director, Lifetime Wellness Rx International Ltd, Apollo Hospitals Group Company, said, “The good news is that majority of premature heart attacks and strokes can be prevented through healthy dietary regimens, regular physical activity and control on smoking and alcohol. People who get to know that their heart is older than their real age should, hopefully ‘do much more’ to protect their hearts. This would definitely work to their advantage since it would not only help them avert heart disease, but would also greatly improve the quality of their lives.”

Quaker Oats was launched in India in 2006. Brand Quaker is more than 125 years old and is a world leader in the oatmeal segment. After reviewing 37 human clinical trials, the US FDA ruled that there was significant scientific agreement that 3 gm of soluble fibre daily from oats, in a diet low in saturated fat and cholesterol, may reduce the risk of heart disease.

Tags: e4m

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