Saffola, one of the healthcare brands in India, has announced the launch of a television campaign for the newly introduced Saffola Gold, a blend of Ricebran oil and Kardi oil which has dual benefits of lowering cholesterol and absorbing less oil.
Titled ‘Kal Se’ – the ad campaign by McCann Erickson is based on the consumer insight that ‘Men are reluctant health enthusiasts’, who shy away from taking the first steps towards a healthy lifestyle by putting it off till tomorrow. The positioning of the campaign, ‘Aaj Se’, is on the basis of this insight. The campaign rolled out May ending, across all major TV channels, press and outdoor.
Conceptualised by Ramanunj Shastri of McCann Erickson and directed by Rajiv Menon, the campaign continues with Saffola’s strategy of communication around healthcare and heartcare awareness in India. The ad is depicted from the perspective of a woman, a housewife, who is concerned about her husband’s heart health. It shows how the wife observes her husband constantly putting off or procrastinating his plans for getting up early and going for jogging, or making use of the cycling machine which he has recently bought, or even giving in to small temptations like fat rich diet. The music at the background is A R Rahman’s number – the title track from ‘Dil Se’, which is modified as ‘Kal Se’.
Ashish Bhargava, Marketing Manager, Saffola, Marico Industries, says, “Saffola as a category has consistently emphasised the importance of a healthy lifestyle, be it regular exercise, going for frequent check-ups and adopting healthier eating habits. Through this new campaign, we seek to pass on the message that Saffola is one small step towards a healthy lifestyle, but certainly not the only one.”