Saffola, in an interesting marketing campaign, has partnered with Go 92.5 FM to popularise Saffola Gold with Losorb technology. The association has Go 92.5 FM’s overweight radio jockey Ashish Jagtiani (better known as Jaggu) of Good Morning Show take up the challenge of losing 10 kg in three months.
Commenting on the unusual campaign, Shariq Patel, station head, Go 92.5 FM, said, “Saffola is very popular in the health platform. This is one of the most innovative shows on radio. We are not changing the show’s nature to incorporate this association. Jaggu and Tarana have always had impromptu conversations on topics such as food, television, movies, and this challenge will be treated as a natural extension of their discussions. Our station’s core audience are young professionals who lead a stressful life. This association enables us to reach out to our listeners and promote the importance of healthy living.”
“The listener response has been tremendous, we have received numerous messages and emails, which we intend to keep a track of. This will help us interact with them and further promote our message on health,” Patel added.
Listeners of Go 92.5 FM will be regularly updated on how effectively Jaggu is meeting this challenge. The highlight of this association is that Rs 10,000 will be donated to a charity of Jaggu’s choice for every kilo that he loses.
A dietician from Saffola Healthy Heart Foundation will advise Jaggu, who has also registered himself on www.saffolalife.com, where he receives newsletters on living healthy. Patel clarified that “Jaggu is not on a crash diet. He is losing weight through a controlled and intelligent programme.”
Through this unique radio reality show Saffola is marketing the Saffola Gold Losorb technology that has food cooked in it absorb 22 per cent less oil than food fried in other oils.
R Chandra Seker, Category Head, Marico Ltd, “To communicate it’s new Losorb proposition, Saffola has adopted a 360-degree communication approach. For instance, Saffola has very innovatively played with the radio medium by hosting the first ever reality show. Jaggu will live the Saffola Life by exercising regularly and eating healthy.”
He further said, “The association with a popular RJ like Jaggu will help Saffola communicate its message of ‘healthy living’ with the listeners of Go 92.5 FM.”
Saffola is also advertising benefits of this new food technology on television through a humorous but insightful ad. The ad’s core message is that eating oily food makes one feel guilty and drives one to exercise hard.
Commenting on how different this TVC’s message was from what Saffola propagated earlier, R Chandra Seker said, “The current ad campaign is weaved around the theme of ‘guilt’. Unlike the first campaign ‘Dil ko rakhiye jawaan’, where we highlighted several risk factors of heart disease, the current campaign ‘Prayaschit’ is based on the insight of shared guilt. Post a binging session, more often than not, a consumer feels guilty, which pushes him to exercise more the next day. Hence, the film depicts consumers replacing the exercise count with the name of the indulgence that they are trying to work off. We are trying to propagate the message of ‘exercise without guilt’.”
Sujit Sarkar and Ramanuj Shastri, Creative Director, McCann Erickson, have directed the TVC.