We created “Mobile Cardiac Clinics” which calculated the age of your heart based on your lifestyle, health and BMI through a few simple questions. This “Mobile Cardiac Clinic” gave the user a quick check of their heart and how prone they were to this deadly disease. It also educated the user on the ill-effects of high sodium salt and presented Annapurna low sodium salt as an easy solution to keep the heart younger.The simplicity with which the consumer could download it at modern trade outlets, or through QR code integration into print ads ensured visibility.The mobile phone became “A Mobile Cardiac Clinic” which not only was useful for the user but also for their friends and colleagues, becoming a talking point over lunch and water cooler meetings, creating a viral impact.

326,000 “mobile cardiac clinics” in 12 weeks, and the brand witnessed a 15% growth in sales post the campaign.In a country where only 36,000 ECG machines were sold in 2010, and only 127 specialist cardiac clinics exist, we created a movement and a connect for the brand; sensitising people to their own heart health, and moving them towards positive change.