For Marico’s brand Saffolalife, reducing incidences of cardio-vascular diseases is an important mission. And the advertiser, along with its agencies Madison Media and McCann Erickson, undertook an interesting exercise to communicate the need to check the health of a heart to consumers. Saffolalife brought three rivals – Star Plus, Zee TV and Colors – on the same platform to create a TVC to support the cause.
The lead protagonists and key characters from shows such as Star Plus’ ‘Pratigya’ and ‘Sasural Genda Phool’, Zee TV’s ‘Ram Milaye Jodi’, ‘Mrs Kaushik ki Paanch Bahuein’ and ‘Yahaan Mein Ghar Ghar Kheli’ and Colors’ ‘Balika Vadhu’ and ‘Sasural Simar Ka’ featured in the TVC, which went on air on September 29, 2011 to coincide with World Heart Day, and would stay on-air for a period of at least a week. All three channels are airing the TVC.
Sameer Satpathy, EVP and Head, Marketing, Consumer Product Business, Marico, explained, “We are urging people to be more aware of their heart’s health. We have tied up with Metropolis and are offering free cholesterol tests across the country. You can find out your heart’s age on Saffolalife.com and avail of the free cholesterol test as well. Our agencies McCann Erickson and Madison Media feel very strongly for the cause and the passion they feel, helps create magic. Also the passion of our partners in media has helped us to pull off this unique communication.”
The presence on the three channels, and to see these characters for the same message, allowed significant reach to Saffolalife’s message.
Gerald Roche, Vice President, Madison Media Infinity, added, “The cause is relevant and omnipresent. In the past, we have done radio, and we have been able to do something on print as well. We do believe that it was because of the message that this moved fast for this TVC, and the channels were able to give us some lead character despite several functions and things such as shoot schedules.”
Loveleen Raina, SVP and GM, McCann Erickson, observed, “If three rivals can come on the same platform to support a cause, and popular soap stars are reiterating the message, it indicates that the cause has gained. Despite competing brands, this establishes that Saffola has emerged as the caretaker of India’s heart.”
Saffolalife had also executed an innovation with The Times of India on World Heart Day to celebrate Happy Birthday Dear Heart. The brand utilises World Heart Day as one of the key platforms to further this mission of the company.