6 radio (FM) stations together, gave up their ‘sound’ to put the people of Mumbai in touch with their heart.A week prior, radio spots and RJ announcements were aired, announcing that they were sacrificing their ‘sound’ for the sake of Mumbai’s heart.

On the day of the program, the radio 'became' the heart of every listener, so irrespective of whichever FM channel the listener tuned in to, he/she heard their heart beating.At 10am on 'World Heart Day' (September 28th 2008) all FM stations began the one hour program and 10 minutes later (simultaneously) started playing the “heartbeat” for over half an hour, giving listeners an opportunity to 'Listen to their Heart'. The program ended at 11am.

1.17 Million listeners tuned in to the broadcast.This audience spent an average of 18 minutes listening to the heart beat.Generated 22000 plus SMS' requesting for the Cholesterol test.93% top of mind awareness for SaffolaLife’s association with World Heart Day, further strengthening the brand's equity on heart care.