In India, heart ailments are on the rise and have reached alarming proportions, evident by the fact that ‘Every minute 4 Indians die of a heart ailment’.

In the daily hustle-bustle of life everybody has forgotten that they have an organ that keeps functioning 24x7, to keep them going. And it is this negligence that is the root-cause of the rising heart diseases.

On the World Heart Day, SaffolaLife wanted people to take a little time off from their busy and chaotic life and pay attention to their heart. To make each and every citizen of Mumbai ‘Listen to their Heart’. So we got 6 major radio stations in Mumbai together and made them go silent at the same time. For half an hour the radio acted as a ‘stethoscope’ and all one could hear on each and every radio station – was the heart beat.Followed by a message urging individuals to undergo a free cholesterol check-up organised by SaffolaLife to know the state of their heart-health by SMS-ing ‘Heart’ to 57827.The message was conveyed by the popular RJ’s of each of the 6 participating radio stations urging people individually to take heed and ‘Listen to their Heart’ and take the cholesterol test.