Saffolalife's new campaign aims to educate on the impact of belly-fat on heart health

Conceptualised by McCann Mumbai, the campaign aims to build awareness about the link between belly-fat and the risk of heart disease

e4m by exchange4media Staff
Updated: Oct 1, 2018 3:14 PM

Saffolalife, a not-for-profit initiative by Marico Limited, on the back of its commitment to create a ‘Heart Healthy India’ has launched yet another impactful campaign on World Heart Day. This year, the campaign ‘Dil ki haalat, pet se pakad’ aims to build awareness and educate people on the impact of belly fat on heart health, thereby inspiring people to begin their journey towards a healthier heart and lifestyle.

The campaign kicked off with a digital film conceptualised by McCann Mumbai. The film shows light-hearted moments of family and friends holding a dear one’s belly fat in jest, but in reality it is no laughing matter since belly fat puts your heart at risk. Through the film and campaign, Saffolalife aims to build awareness of a lesser known fact, that the presence of belly fat increases the risk of heart disease. The video was launched across social media platforms - YouTube, Facebook, Instagram and OTT platforms like VOOT and HotStar complemented with print releases and on-ground activities to amplify the message ‘pet pakad mein aaye, toh karo dil ka khayal shuru.’

Consumers can also visit the Saffolalife microsite (www.saffolalife.com) and use the Heart Risk Calculator to get a deeper understanding of the extent of their heart risk.

On World Heart Day, Saffolalife also released a research study on the ‘Impact of belly fat on heart health’ which highlighted some astonishing facts such as 67% Indians with belly fat are at heart risk, 83% Indians who are at heart risk due to belly fat do not consider belly fat to be a key reason for heart risk, 6 out of 10 Indians are at heart risk due to belly fat despite having normal weight and 63% Indians under 35 years are at heart risk due to belly fat.

Saffolalife has also partnered with a team of cardiologists and nutritionists who provided various insights on this issue and recommend ways to improve one’s heart health.

Speaking about the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “We endeavour to build a Heart Healthy India by encouraging people to take charge of their heart health through small yet impactful measures. For over a decade, the Saffolalife initiative has been building awareness on heart health and inspiring people to take care of their heart. This year’s campaign drives an important message on how the presence of belly fat can impact one’s heart health. And, that people should start taking care of their heart if they can see fat around their belly.”

Talking about the campaign, Suraja Kishore, EVP, G.M. & National Head Planning, McCann Mumbai said, “Every World Heart Day, Saffolalife has been raising consciousness of people towards heart health. This time we discovered a powerful insight that made us go one step further. The insight stems from something that most of us worry about but don’t link to heart health which is the presence of belly fat. This led us to the idea of – ‘self-check your heart-health’ by measuring your belly fat. So, the campaign expression, ‘Dil ki haalat, pet se pakad’ was conceptualised. By fuelling the conversation around the impact of belly fat on heart health we are inviting people to take charge of their heart health.”

See the video:

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