Saffola’s newest print advert marketing campaign disrupted morning routines with oil-stained entrance pages in newspapers nationwide (The Instances of India & Lokmat). The marketing campaign, selling good coronary heart well being and a wholesome way of life by means of #RozKaHealthyStep, builds on earlier efforts from World Coronary heart Day.
The front-page artistic serves as a reminder that well being is a gradual course of. It exhibits pakoras on the information, urging consistency for higher well being past World Well being Day by means of #RozKaHealthyStep.
The intention was to evoke a shared reminiscence of indulging in street-side bhajiyas served on a newspaper, highlighting how resolutions for wholesome consuming on events are sometimes forgotten. As a substitute of specializing in particular occasions, it encourages each day wholesome habits. The message resonated with readers, sparking conversations on-line.
Talking concerning the marketing campaign, Somasree Bose Awasthi, Chief Advertising and marketing Officer, Marico Restricted stated, “Following by means of on well being resolutions will be very difficult. Our purpose is to assist the buyer stroll this journey of constructing a constantly wholesome way of life, daily. We took the weird route of taking the message stay after World Well being Day, as a substitute of on the day, catching readers within the second and reminding them of how resolutions made on key events are forgotten quickly after. By reaching our valued shoppers the place they’re extremely engaged and reminding them to decide on Roz Ka Wholesome Step daily, we’re dedicated to making sure they don’t fall off the health-wagon.”
Ram Jayaraman, Chief Inventive Officer (CCO), Mullen Lintas stated, “Typically, the perfect contextual/topical advert is one which’s deliberately off by just a few days. As Saffola believes that good well being is constructed over time, we intentionally stayed quiet on that single day devoted to well being, World Well being Day. We launched our artistic just a few days later to remind those who actual victory lies in sustained, constant actions. And in right now’s digital-first world, it’s deliciously contrarian to see the great ol’ newspaper pull one thing off that solely it could actually.”
Jolene Solanki, COO, Madison Media Extremely shares, “Change usually happens when conversations are triggered. Saffola’s journey of nudging the buyer to take #RozKaHealthyStep is an ongoing journey, nonetheless it was vital to not simply nudge the buyer however to drag consideration to how well being takes a again seat in our lives. This marketing campaign is a superb instance of how the fitting mix of artistic and medium, can ship the message contextually and with influence, resulting in bigger conversations amongst the target market.”
The print commercial was carried on the entrance web page of main newspapers throughout Mumbai, Pune, Delhi, Bangalore and Kolkata, and the model is dedicated to persevering with this dialog, utilizing varied mediums and platforms by means of the 12 months with the purpose to boost consciousness and information shoppers in adopting easy, on a regular basis habits for a more healthy way of life.
