Carrying forward its positioning of a preventive heartcare brand, Saffola Gold is launching a new campaign titled ‘Dil Ko Rakhiye Jawaan’ from January 7, 2007. The new campaign continues with their earlier communications of creating a healthier lifestyle. The edible oil brand has also tied up with Radio One to create a reality show – ‘Radio Reality Challenge’.
The campaign shows a man, who is making an attempt to move towards a healthier lifestyle, and a woman, who makes informed choices in all products she selects and drives the decisions relating to her family’s health.
Unlike the earlier ones, this campaign attempts to make the man aware of his state of ill-health and at the same time it also talks about how the woman’s need to be in control is shattered with the husband’s failure, ensuring her to think on the right measures for improving his lifestyle.
The TVC shows a man who is unable to catch a thief who has run away with his wife’s purse, thus making him realise that his inability to give chase was because of his unhealthy state, while the woman’s anxiety and loss of control forms the spirit of the shift towards a healthier lifestyle.
Meanwhile, ‘Radio Reality Challenge’ is a novel initiative from both ends and involves the whole team from Radio One, including RJs and production people. This reality show, starting from January 4, 2007, will have all the participants put on a diet for a specific period by a dietician, thus trying to put across the brand image of creating a healthier lifestyle.