MUMBAI: This World Heart Day, Saffola, a heart-care brand, has launched a collaboration with four channels— Colors, Sony Sab, Star Plus and Zee TV—to promote its #SaffolaStepUpForYourHeart initiative.
This campaign brings together television stars to highlight the importance of simple heart-healthy habits, such as taking the stairs, through a storyline.
The #SaffolaStepUpForYourHeart movement encourages people to incorporate everyday actions that support heart health, with climbing stairs being a key focus. It has been proven that daily climbing of ~50 stairs may reduce the risk of heart disease by 20% (Song et al, Atherosclerosis 2023). The campaign is inspired by this study and doing this under a minute is a sign of good heart health. Saffola’s initiative aims to make heart health accessible by motivating consumers to take part in this activity.
The TV collaboration features actresses from four shows, each representing their respective channels:
- Kinjal Shah from Anupama on Star Plus –
- Mangal from Mangal Lakshmi on Colors –
- Prachi Kohli from KumKum Bhagya on Zee TV –
- Vandana from Wagle Ki Duniya on Sony Sab –
In the TVC, each actress is seen on set, ready to shoot the next scene of their respective shows while insisting to shoot it on the stairs leaving their directors looking perplexed but intrigued. The message of the #SaffolaStepUpForYourHeart campaign is delivered, showing the stars embracing heart-healthy habits.
The TVC concludes with a special appearance by Ronit Roy, who reveals that even the audience’s favourite stars are taking steps to improve their heart health. Roy, the face of the #SaffolaStepUpForYourHeart movement, encourages viewers to do the same by incorporating small, healthy actions—like taking the stairs—into their daily routines.
The AI-powered conversation with Roy is an element of the engagement strategy. 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 company integrated AI technology that allows participants to interact with Ronit in real-time.
The company added that so far, close to 19 lakh Indians have joined in to Step Up for their Hearts. People can visit Get Ready To #StepUpForYourHeart with Saffola (marico.in) to join the movement.
