Saffola’s print ad promotes a daily dedication to a healthy lifestyle rather than occasional indulgence

Saffola’s latest print ad campaign has caused quite a stir among readers nationwide, as newspapers were delivered with oil-stained front pages promoting good heart health and a healthy lifestyle through the hashtag #RozKaHealthyStep. The campaign, which builds on previous efforts from World Heart Day, aims to remind people that health is a gradual process and requires consistency for better results.

The creative on the front page of leading newspapers like The Times of India and Lokmat featured images of pakoras, a popular Indian snack, served on a newspaper, evoking memories of indulging in street-side bhajiyas. The message behind the ad is clear – resolutions for healthy eating on special occasions are often forgotten, and it’s important to focus on daily healthy habits instead.

Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, the parent company of Saffola, explained the rationale behind the campaign, stating, “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. 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.”

The decision to release the ad a few days after World Health Day was a deliberate one, as Ram Jayaraman, Chief Creative Officer at Mullen Lintas, the agency behind the campaign, pointed out. He stated, “Sometimes, the best contextual/topical ad is one that’s intentionally off by a few days. We released our creative a few days later to remind people that real victory lies in sustained, consistent actions.”

Jolene Solanki, COO of Madison Media Ultra, praised the campaign for triggering conversations about the importance of health and the need for consistent efforts in maintaining a healthy lifestyle. She emphasized the impact of using the right blend of creativity and medium to deliver a message that resonates with the target audience.

The print advertisement was strategically placed on the front page of newspapers in major cities like Mumbai, Pune, Delhi, Bangalore, and Kolkata, reaching a wide audience and sparking discussions online. Saffola is committed to continuing this conversation through various mediums and platforms throughout the year, with the aim of raising awareness and guiding consumers in adopting simple, everyday habits for a healthier lifestyle.

Overall, Saffola’s innovative print ad campaign has succeeded in capturing the attention of readers and starting important conversations about the importance of consistent efforts in maintaining good heart health and a healthy lifestyle. By encouraging people to take #RozKaHealthyStep every day, the brand is making a significant impact on the way people approach their health and wellness.