In India, women nowadays seek wider experiences through professional success on the one hand, and yet continue to be the full-time homemaker as well, of their nuclear and extended family. Despite the time that women spent on family, it was almost impossible for husbands and wives to spend time together on a daily basis due to the struggling career life, especially in urban cities.

So the heart of the Saffolalife™ 2015 campaign thus was “The Husband”. The typical Indian stereotype of Head of the Family – the father and husband – was encouraged to pledge his commitment to take action to protect his wife’s heart.

The idea was to get couples to make a vow to ‘Walk together to ProtectHerHeart’. In marriage, it’s always small things that make a difference. If we make time to walk together daily for 30 minutes, it’ll go a long way in protecting our hearts.

Saffolalife 2015 campaign kick started with a National TVC from 26th September onwards.

On 28th September, Saffolalife study was released in Mumbai, Kolkata and Bangalore with endorsement by Nutritionists and Cardiologists, that highlighted lifestyle habits that leads to increase in weight and impacts women’s heart health.

Then, Saffolalife together with Shilpa Shetty and Raj Kundra as well as many couples from Mumbai, took the pledge to walk together to #protectherheart on world Heart Day. Shilpa and Raj addressed the audience and media about the benefits of a healthy heart.

Key opinion leaders (KOLs) from Bollywood and sports such as Farah Khan and Saina Mirza were engaged to support the initiative. Nationwide bloggers joined the initiative by taking the pledge to walk together with their spouse. This helped in driving engagement with the online influencer community and, in turn, influencing their followers to go to take the pledge and weight-heart test.

1. Over 45,000 Heart Fitness Tests taken on the website

2. Brand Awareness- Key Message-

a. 'Good for heart' upped from 83% to 92%

b. Weight has an impact on women's heart health' picked up at 83% vs. norm of 60%

3. Successfully seeding the messages:

a. Indian women are at a risk of CVD

b. Spouses need to walk together every day for 30 minutes to #ProtectHerHeart

4. Earned 60 million (6 crore) media impressions, with India’s top news outlets

5. Earned media worth USD 1.7M (Rs. 12 crore), a 33% increase over last year's coverage (9 Crore)

6. Over 76 Blogs with the reach of 72,23,775

7. Twitter influencer engagement: Impressions 11,040,000