The innovative media strategy was to deliver the message as a surprise birthday gift for their hearts.

Television serials find an important place in an Indians daily life. Our nation cries with Anandi, laughs with Badi Maa and get upsets with Jagdish. Saffolalife got together a host of 13 leading TV artists from top programs across competing channels Zee TV, Colors and Star Plus to unite together in a 30sec TVC as ambassadors of their message.

On World Heart Day, people were surprised to see Anukalp (from Zee TV) on Star Plus and Colors, Pratigya (from Star Plus) on Colors and Zee. These TV stars shot the TVC on their sets in characters that we see and are familiar with. This was star studded theme of the original 30 sec Saffolalife TVC; which spoke about how people remember everyone’s birthday, and forgets the one closest to you, your heart.

60% people felt that they should find out their hearts age.73% people felt that their heart can have its own birthday.3, 50,000 people responded to the activity, which was an increase of 184% over the last year.63,645 people discovered their Heart’s Age an increase of 143% over last year.Saffola’s score as an expert in heart care increased from 59% to 67% Saffola’s “Brand for me” score increased from 53% to 62%The campaign garnere.d Earned Media of Rs 40,000,000