Saffola, a healthcare brand under the Marico umbrella, has launched its ‘Step Up For Your Heart’ campaign, coinciding with World Heart Day. The campaign aims to explain how consumers approach heart health through a combination of digital engagement, celebrity endorsement and science-backed wellness strategies.
Saffola’s heart health proposition has been the foundation of the brand for decades. Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, explains the latest version of the origins of the brand’s annual World Heart Day campaign: “After consulting with medical professionals, we discovered that climbing 50 steps a day could reduce the risk of heart disease by 20%. This idea became the cornerstone of our campaign.
The initiative is inspired by the European Society of Cardiology’s benchmark study, which found that climbing four flights of stairs in less than a minute is indicative of good cardiovascular health. This scientific basis lends credibility to Saffola’s approach, combining consumer-friendly challenges with evidence-based health outcomes.
Digital innovation meets health defense
At the heart of the campaign is a digital platform, which serves as a nexus for participant engagement, leveraging artificial intelligence to create an interactive experience. On the platform (explained in the announcement below), Bollywood actor Ronit Roy welcomes users with a video message, acting as a guide and motivator throughout the challenge.
The platform’s AI-based interface evaluates participant performance in real time, analyzing factors such as step count and breathing effort, commonly known as “huffing and puffing.” This gamification of health metrics not only improves user engagement but also provides immediate feedback, fostering a sense of accomplishment and competition among participants.
Celebrity endorsement: more than just a face
Choosing Roy as campaign ambassador was a strategic decision. “We were looking for someone who not only had visibility but also credibility, someone who epitomized health and fitness. Ronit Roy is one of the fittest actors in the industry and he has a huge fan following. His personal commitment to fitness and the way he maintained himself made him the perfect choice to lead this campaign. He can inspire people by sharing the secret of his fitness,” says Awasthi.
Roy’s involvement goes beyond mere endorsement; it actively participates in the digital experience, engaging users with AI-powered discussions. “When people see Ronit Roy associated with our campaign, they immediately associate his fitness with Saffola’s message, making it more credible and inspiring. It’s not just about having a famous face, it’s about having someone who truly lives the values that we promote,” she adds.
Multichannel marketing strategy
Saffola’s marketing strategy for the “Step Up For Your Heart” campaign encompasses both traditional and digital media. Awasthi details the brand’s in-depth approach:
“We wanted to reach consumers where they are most engaged, which is digital today. We also integrated AI technology into our campaign. For example, our website (www .saffolafcu.org) has a feature that, when you go up the stairs, calculates the number of steps you have taken and the percentile you belong to based on your huffs and puffs. It also offers tips for eating habits. healthier, that’s where the Saffola range of products comes in, like our oil, oats and snacks.”
Over the next few days, leading actors and actresses from four major television networks will support the campaign in prime time. This hybrid approach targets young, digitally savvy audiences and conventional media consumers to maximize reach across all demographics.
Awasthi explains the rationale for this multi-channel strategy:
“A healthy lifestyle should start well before problems arise. Saffola encourages consumers to start healthy habits today, not at age 40. Our target audience includes women ages 25 and older, as they tend to take responsibility for their family’s health However, our product range appeals to people of all ages. We use a mix of television and digital media to reach a wide audience, while also using technology. to engage young consumers.
Product portfolio expansion: a holistic approach to health
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Saffola’s “Step Up For Your Heart” advert promotes physical activity, but its diverse product line also promotes heart health. Awasthi highlights the brand’s expansion beyond cooking oils into oats, millet, ragi and other healthy options. This product diversification strategy supports the overall heart health message of the campaign.
“Saffola champions the promotion of healthy measures at every meal,” Awasthi emphasizes. This strategy strengthens the health-focused Saffola brand positioning and allows it to cross-promote and upsell within its product ecosystem.
In an increasingly competitive market, Saffola differentiates itself through its fairness and long-standing trust among consumers.
Saffola plans to grow by diversifying its offering and using its brand equity. With products in different price ranges to appeal to a wide audience, the company sees no geographical limits to its expansion.
Saffola’s proactive recommendation for preventive health measures is timely and important, as cardiovascular diseases affect young people. The success of the campaign could inspire similar initiatives, changing the way brands approach health-focused online marketing.
