Saffola, a leading heart-care brand, announces the successful conclusion of #SaffolaStepUpForYourHeart movement with around 2.5 million registrations for building awareness towards caring for one’s heart health. Through the 35 days long initiative, the brand urged consumers to incorporate everyday actions that support heart health, like climbing stairs. It has been proven that daily climbing of ~50 stairs may reduce the risk of heart disease by 20% (Song et al, Atherosclerosis 2023). Based on this scientific study, the campaign showcases climbing 50 stairs in under a minute as a simple but effective measure of heart health.
To spread the message, Saffola partnered with renowned actor Ronit Roy, four popular prime-time channels, medical experts and influencers, to highlight the importance of simple heart-healthy habits in everyday lives.
The #SaffolaStepUpForYourHeart initiative began with the users visiting www.saffolastepup.marico.in to take part in the Step-Up challenge to see where they stood within the heart health journey. It was found that people avoid taking the stairs as it is seen as a mundane, if not strenuous activity. To change that mindset and create a more positive experience, the brand integrated AI technology that allows participants to interact with Ronit in real-time. Hence, during the challenge consumers would climb stairs while having an AI-enabled conversation with Ronit Roy in real time and after completing the activity, learn about their performance.
Further, through a first of its kind TV collaboration, the brand joined hands with — Colors, Sony Sab, Star Plus and Zee TV—to promote the central message of the campaign. In the TVC, four actresses from each channel is seen on set, ready to shoot the next scene of their respective shows. They insist to shoot it on the stairs leaving their directors looking perplexed but intrigued. The message of the #SaffolaStepUpForYourHeart campaign is creatively delivered, showing these beloved stars (Kinjal Shah from Anupama on Star Plus; Mangal from Mangal Lakshmi on Colors; Prachi Kohli from KumKum Bhagya on Zee TV; and Vandana from Wagle Ki Duniya on Sony Sab) embracing heart-healthy habits in an unexpected and engaging way.
Speaking about the campaign, Dr. Shashank Joshi, Senior Endocrinologist, Academic Advisor Saffola Step Up For Your Heart said, “The demands of modern life, with its constant stress, fatigue, sedentary lifestyles, and irregular food habits, can silently strain and burden our hearts. There has been an alarming rise of chronic non-communicable diseases (NCDs) including cardiovascular diseases, diabetes, cancers, and chronic respiratory diseases across the globe including India, where approx. 60% of all deaths are due to NCDs. Hence, it is suggested to take small steps in everyday lifestyle like walking, climbing steps, etc. to maintain a healthier lifestyle and this movement reminds us to improve heart health.”
Speaking about the campaign, Dr. H.K. Chopra, Senior Cardiologist, Moolchand Hospital and Academic Advisor Saffola Step-Up For Your Heart said, “This year, the theme of World Heart Day is “Use Heart for Action” and support individuals to care for their heart, family, community, and society. This can be achieved through lifestyle optimization marked by perfect mind set, choices and nutrition. Hence, Saffola Step-Up For Your Heart campaign is the need of the hour.”
Campaign credits:
Mullen Lintas – Creative Partner
Madison Media – Media Partner
Barcode Entertainment – Influencer Management Partner
White Leaf Entertainment Media Pvt. Ltd. – Celebrity Management Partner
Madison Public Relations – PR Partner
