Saffola's latest print ad campaign takes readers on the greasy front pages of multiple newspapers across the country, including the Times of India in Mumbai, Delhi, Bangalore and Kolkata and the Lokmat in Pune, to take readers out of their usual morning routine. Shaken out of habit. Through the brand's consistent efforts, Saffola continues to inspire people with the conversation that started on the last World Heart Day. Promote good heart health and a healthy lifestyle by adopting #RozKaHealthyStepDesigned, which acts as a wake-up call to emphasize the fact that health is health. Not Built in a Day, the homepage creative places a striking image of a few pakoras (fritters) lined with oil stains above the news, building consistency beyond just World Health Day. I'm talking about that. #RozKaHealthyStep for better health and well-being.
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The intention was to evoke a familiar memory shared by many: the guilty pleasure of indulging in roadside bhajiyas featured in newspapers. The image serves to convey the message of how resolutions to eat healthy on days such as World Health Day can easily be forgotten as people quickly revert to unhealthy eating habits. Therefore, rather than focusing solely on specific occasions or events, the company aims to encourage individuals to prioritize developing healthy habits as part of their daily lives, the company said in a press release. It's mentioned in the notes.
This message resonated with readers and started an interesting conversation across social media platforms.
Speaking of campaigns, Somasree Bose Awasthi, Chief Marketing Officer; mariko “Fulfilling health resolutions can be extremely difficult. Our goal is to help consumers stay consistent on this journey of building a healthy lifestyle. took the unusual step of delivering its message live after World Health Day, rather than on it, to capture the moment and remind readers that resolutions made on important occasions are quickly forgotten afterwards. We strive to reach our valued consumers where they are passionate and keep them from falling off the wellness wagon by reminding them repeatedly to choose Roz Ka Healthy Step.”
Ram Jayaraman, Chief Creative Officer (CCO), Maren Lintas He says, “In some cases, the best content/topic ads are intentionally staggered by a few days.'' Saffola believes that health is built over time, which is why we are proud to celebrate World Health Day. The day it was dedicated, we kept a deliberate silence. We published the creative a few days later, reminding people that real victory lies in sustained and consistent action. In our digital-first world, it's so contrarian to see a good old-fashioned newspaper do what only newspapers can do.”
Jolene Solanki, Chief Operating Officer, Madison Media Ultra “Change usually starts with conversations. Saffola’s journey to inspire consumers to #RozKaHealthyStep continues today, but beyond just inspiring consumers, we are also focusing on how health can play a role in our lives. It was important to draw attention to something that had been put off. This campaign used the right combination of creative and media to deliver a contextually impactful message and create a larger conversation among the target audience. This is a great example of what can be achieved.”
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