Saffola’s latest print ad campaign disrupted morning routines with oil-stained front pages in newspapers nationwide (The Times of India & Lokmat). The campaign, promoting good heart health and a healthy lifestyle through #RozKaHealthyStep, builds on previous efforts from World Heart Day.
The front-page creative serves as a reminder that health is a gradual process. It shows pakoras on the news, urging consistency for better health beyond World Health Day through #RozKaHealthyStep.
The intention was to evoke a shared memory of indulging in street-side bhajiyas served on a newspaper, highlighting how resolutions for healthy eating on occasions are often forgotten. Instead of focusing on specific events, it encourages daily healthy habits. The message resonated with readers, sparking conversations online.
Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said, “Following through on health resolutions can be very challenging. Our goal is to help the consumer walk this journey of building a consistently healthy lifestyle, every day. We took the unusual route of taking the message live after World Health Day, instead of on the day, catching readers in the moment and reminding them of how resolutions made on key occasions are forgotten soon after. By reaching our valued consumers where they are highly engaged and reminding them to choose Roz Ka Healthy Step every day, we are committed to ensuring they don’t fall off the health-wagon.”
Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas said, “Sometimes, the best contextual/topical ad is one that’s intentionally off by a few days. As Saffola believes that good health is built over time, we deliberately stayed quiet on that single day dedicated to health, World Health Day. We released our creative a few days later to remind people that real victory lies in sustained, consistent actions. And in today’s digital-first world, it is deliciously contrarian to see the good ol’ newspaper pull something off that only it can.”
Jolene Solanki, COO, Madison Media Ultra shares, “Change typically occurs when conversations are triggered. Saffola’s journey of nudging the consumer to take #RozKaHealthyStep is an ongoing journey, however it was important to not just nudge the consumer but to pull attention to how health takes a back seat in our lives. This campaign is an excellent example of how the right blend of creative and medium, can deliver the message contextually and with impact, leading to larger conversations amongst the target audience.”
The print advertisement was carried on the front page of leading newspapers across Mumbai, Pune, Delhi, Bangalore and Kolkata, and the brand is committed to continuing this conversation, using various mediums and platforms through the year with the aim to raise awareness and guide consumers in adopting simple, everyday habits for a healthier lifestyle.
