Saffola sings 'Dil Toh Baccha Hain Ji..'
The idea behind the campaign is to create a movement that will connect the consumers through a very innovative platform.
The crux of the Young at Heart campaign is the launch of a Heart's age tool of SaffolaLife.com, a tool which enables people to know the age of their heart. Saffola has also entered to an association with Metropolis and Nutrifit which will provide free cholesterol/bp check-ups and diet advice.
To spread the news that Heart has an age, SaffolaLife bought the copyright of the Bollywood song ' Dil toh Baccha Hain Ji from the movie Ishqiya. Furthermore, the song is the Saffola Young At Heart Anthem.
Talking exclusively to Adgully, Sameer Satpathy, Executive Vice-President and Head ' Marketing, Marico, says, "The campaign is not about garnering market share, but reducing cardiovascular diseases in India. We do it by creating awareness about the risk factors. SaffolaLife is a purely non profit CSR initiative of Marico. We consider this an opportunity to give back to society and have been doing it for decades."
The company wanted a campaign which conveyed that "heart age" is a scientifically proven measure and is a good indicator of how healthy the heart is. The company wanted to spread awareness of this fact and make millions of Indians take the test. "The insight was that how we behave is often reflective of our heart age and not our real age. The idea "young at heart" is based on this," Satpathy adds
He further calls the campaign- "a meaningful proposition and an insightful communication." Elaborating more on the added flavour of music and planning out an engaging tool like the "heart age' test, Satpathy says, "The music and the appealing campaign design is because likeability is critical when we look to communicate. Besides advertising is seen as an interruption, our attempt has been to make it entertaining and engaging."
The Saffola Young at Heart Campaign is a 360 campaign with a print, outdoor, onground and online leg. SaffolaLife launched its first part of the communication conveying-the news that heart can have a age through an innovative and topical advertising in Times of India
Outdoor and print ads also broke out with real consumers declaring their heart age ' Meri dil toh XX hai ji. Saffola also tied up with Food Right and PVR for people to find out their heart's age and encourage co-creation of the Young at Heart Anthem.
The brand also used online portals like Facebook, Twitter and Youtube, which led to the Saffola Young at Heart Anthem becoming a popular online activity. Moreover, anyone could sing the song and upload it to join into the Young At Heart Anthem on youtube at https://www.youtube.com/user/SaffolaYoungAtHeart.
Talking about the campaign's extensive use of digital medium, Satpathy says, "Since the test resides on the internet, the digital medium is critical to the success of this campaign. We are present across various social media platforms such as Facebook, Twitter and Youtube. We have noticed many conversations around this campaign in social media and are encouraged with the initial response."
He further adds, "We have tried to build engagement across different mediums. This enables more participation and is able to address different engagement levels of various TG's."
The campaign also has included industry stalwarts like Harsh Mariwala, Prasson Joshi, Piyush Pandey, Sam Balsara, who have used the Heart Age calculator and co-created the Saffola Young At Heart Anthem. Talking about this, Satpathy explains, "SaffolaLife has always advocated "the right thing to do' and it gives a great platform for like minded people to come together."
The campaign's target group is women and men aged over 30 and Satpathy feels that they would find the message most relevant. | By Prabha Hegde [prabha(at)adgully.com]