Saffola’s fitness campaign through a healthy heart
Ritwik Mukherjee

Saffola Oils from the stable of the $59 billion Marico Ltd, one of India’s leading consumer products group, seems well set to challenge the popular perception that ‘Being healthy is a daunting and difficult pursuit’ and seeks to encourage people to find their own individual ways of being fit and healthy, through its new brand campaign.

Today, people have started making proactive efforts to stay fit and healthy. However, there is a constant struggle to adapt to these healthier efforts and integrating them in their daily routine. This has resulted in creating a perception that ‘being healthy is a difficult everyday practice’. Saffola Oils would now reposition the brand by challenging this popular notion, top company officials said.

“Saffola, is known for heart health and understands that people have their own ways in which they blend health into their lifestyle. Through this new brand campaign, Saffola strives to encourage and applaud the actions to discover individual ways of being fit and heart-healthy, so that health becomes not only a journey, but a sustainable part of one’s life,” said Anuradha Aggarwal, chief marketing officer, Marico Limited.

The television commercial (TVC), made by the creative agency– Mccann Erickson with Oni Sen as the ad director, showcases people of different demographics, who have adopted their own ways of being healthy, and have made their health journey an easy, enjoyable and everyday habit. The TVC is a collage showcasing a young mother doing push-ups while playing with her baby, an elderly couple dancing with each other and rekindling their relationship, and a mother cycling with her son, thereby celebrating people pushing themselves in their own inimitable ways. It relays the message that Saffola partners one’s effort to be healthy with a range of oils with various benefits.

The consumer can choose an oil that suits their way of being healthy, be it improving heart health, fitness or assuming a healthy lifestyle.

Pradyumna Chauhan, national creative director, McCann Worldgroup, India, said,

“Everyone wants to be healthy and yet people struggle with it a lot too. Is there a way out? Yes. And that is, to do healthy your way. Only when we take healthy steps that we enjoy doing, are we able to sustain them towards our journey to stay fit and have a healthy heart. This insight formed the bedrock for our Saffola oils campaign this time. Rendered with an energetic, inspiring track, the campaign tells people whatever their health efforts and needs, there is always a healthy Saffola oil to partner you in that journey for health.”

Interestingly, there are different variants of Saffola Oils for specific health endeavor’s, be it heart health, healthy lifestyle or weight management. Saffola Gold is for those who seek a healthy lifestyle for a healthy heart, Saffola Active for those who are looking to manage their weight and Saffola Total for expert Cardia Care. Hence consumers can now choose a Saffola Oil, specific to their own health goal.

Aggarwal said that although the new campaign kicks off with the TVC, there would be other initiatives as well. “Adopting an integrated media approach, the campaign plans to undertake digital innovation to boost the messaging, keeping in mind that the brand is encouraging consumers to look at fitness and heart health in a new manner,” she said.

Significantly, Marico, which sells its products in India and about 25 other countries in Asia and Africa, claims to be touching the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Parachute Advansed, Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and Revive. Its global brands include Parachute, Parachute Advansed, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men and Thuan Phat.