PRESS RELEASE
Saffola encourages people to find their own ways of becoming fit & heart
healthy with its new campaign
Challenges the notion that ‘Healthy is a daunting & difficult pursuit’
Encourages consumers to adopt individual ways of being Fit & Heart Healthy
Mumbai, August 2017: Marico Limited’s health care brand, Saffola Oils, has announced the launch of its
new campaign, which challenges the popular perception that ‘Healthy is a daunting and difficult pursuit’,
encouraging people to find their own individual ways of being fit and heart healthy.
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’s new campaign looks to
challenge this notion around health and inspires people to make their health journey an enjoyable and
easy one, so that they can make it a habit. Through this campaign, Saffola is encouraging people to find
their own ways of staying fit and heart healthy, with the Saffola range of Oils partnering them in making
their efforts more effective. 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.
The campaign kicks off with a TVC which 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 beautiful 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.
Commenting on the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited
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.”
PRESS RELEASE
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.
Pradyumna Chauhan, National Creative Director, McCann Worldgroup, India says, “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.”
Link: YouTube link
TVC credentials:
Creative agency – Mccann Erickson
Ad Director- Oni Sen
Producer- Suparna Chatterjee, Electric Dreams Film Company
Creative team - Sr. CD; Ishrath Nawaz, Sr. CD; Sanket Pathare, Shazaad Arjani, Pranav Bhide; Zahid Jaffery,
Vaibhav Patil
Sr. Management - Executive Chairman; Prasoon Joshi, Vice Chairman & MD; Partha Sinha, Executive VP &
GM & Nat. Head Planning; Suraja Kishore, NCD; Pradyumna Chauhan
Account Management - Group Business Director; Sarita Raghavan, Kunal Dani, Shivani Panchal
Films Dept. - Vrushali Samant
Account Planning - Rajesh Sharma, Akhilesh Nath
About Marico Limited:
Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading Consumer Products Group, in the global
beauty and wellness space. During 2016-17, Marico recorded a turnover of INR 59 billion (USD 886
Million) through its products sold in India and about 25 other countries in Asia and Africa.
Marico touches 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. The
International business contributes to about 23% of the Group’s revenue, with brands like Parachute,
Parachute Advansed, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men and Thuan
Phat.
Marico’s focus on sustainable profitable growth is manifest through its consistent financial performance,
a CAGR of 10% in Turnover and 18% in Profits over the past 5 years.
