Arogya World gets innovative to promote healthy eating during festivals
Arogya World, a global health non-profit organization working to prevent non-communicable diseases (NCDs)—diabetes, heart disease, cancer and chronic lung diseases through health education and lifestyle change, connects to Indians through an innovatively designed offline and social media campaign.
Diabetes is a prevalent Non-Communicable Disesase with an estimate of over 77 million Indians living with it. We tend to let go during Diwali , keep our health goals aside and indulge. However, the overindulge of few days takes a long term toll on the health and longer time to overcome it. MyThali’s HealthyWaliDiwali campaign aims to encourage people to be mindful during Diwali and during any big festivities of India.
Over the month of October, MyThali reached out to Indians through a customized Instagram filter which in a fun and interactive manner, showcased healthier options, with common festive favourites. You can try out the filter by scanning this barcode-
The offline leg of the campaign consisted of connecting with people in Bengaluru at Cinemas, RWAs and Market areas.The promoters engaged the audiences through a QR code integrated with the MyThali instagram filter (www.instagram.com/my.thali), and encouraged people to take part in the #HealthyWaliDiwali2022 challenge.
Over 5000+ people participated in this challenge, with offline supporters given MyThali fridge magnets as gratification. These magnets were integrated with a barcode leading to MyThali's custom healthy meals plans, to help supporters to continue their healthy eating journey.
This reach was also amplified by an instore jingle in 100 leading retail outlets for 3 days in Bengaluru.
With outreach through influencers, healthy eating tips, and media advocacy with multiple partners, MyThali has been able to reach out to millions of Indians, educating them about the importance of a Healthy Wali Diwali, and prevent unhealthy eating during the festive season.
The campaign was executed by Brandpix Marketing Services Pvt Ltd.