Saffola’s newest print advert marketing campaign disrupted morning routines with oil-stained entrance pages in newspapers nationwide (The Instances of India & Lokmat). The marketing campaign, selling good coronary heart well being and a wholesome life-style by means of #RozKaHealthyStep, builds on earlier efforts from World Coronary heart Day.
The front-page artistic serves as a reminder that well being is a gradual course of. It reveals pakoras on the information, urging consistency for higher well being past World Well being Day by means of #RozKaHealthyStep.
The intention was to evoke a shared reminiscence of indulging in street-side bhajiyas served on a newspaper, highlighting how resolutions for wholesome consuming on events are sometimes forgotten. As a substitute of specializing in particular occasions, it encourages day by day wholesome habits. The message resonated with readers, sparking conversations on-line.
Talking concerning the marketing campaign, Somasree Bose Awasthi, Chief Advertising and marketing Officer, Marico Restricted stated, “Following by means of on well being resolutions will be very difficult. Our aim is to assist the patron stroll this journey of constructing a persistently wholesome life-style, every single day. We took the bizarre route of taking the message reside after World Well being Day, as a substitute of on the day, catching readers within the second and reminding them of how resolutions made on key events are forgotten quickly after. By reaching our valued customers the place they’re extremely engaged and reminding them to decide on Roz Ka Wholesome Step every single day, we’re dedicated to making sure they don’t fall off the health-wagon.”
Ram Jayaraman, Chief Inventive Officer (CCO), Mullen Lintas stated, “Typically, the most effective contextual/topical advert is one which’s deliberately off by just a few days. As Saffola believes that good well being is constructed over time, we intentionally stayed quiet on that single day devoted to well being, World Well being Day. We launched our artistic just a few days later to remind folks that actual victory lies in sustained, constant actions. And in at present’s digital-first world, it’s deliciously contrarian to see the great ol’ newspaper pull one thing off that solely it may well.”
Jolene Solanki, COO, Madison Media Extremely shares, “Change sometimes happens when conversations are triggered. Saffola’s journey of nudging the patron to take #RozKaHealthyStep is an ongoing journey, nevertheless it was vital to not simply nudge the patron however to tug consideration to how well being takes a again seat in our lives. This marketing campaign is a wonderful instance of how the appropriate mix of artistic and medium, can ship the message contextually and with influence, resulting in bigger conversations amongst the audience.”
The print commercial was carried on the entrance web page of main newspapers throughout Mumbai, Pune, Delhi, Bangalore and Kolkata, and the model is dedicated to persevering with this dialog, utilizing varied mediums and platforms by means of the yr with the intention to lift consciousness and information customers in adopting easy, on a regular basis habits for a more healthy life-style.
