Every year, SaffolaLife awakened India to the grim fact that 1 out of 4 people in India die of a heart attack. Research revealed that a healthy lifestyle that consisted of three vectors - Staying Active, Eating Healthy and Being Happy would make the heart up to 50% healthier. The objective was to communicate how small steps towards a healthy lifestyle could lead to giant leaps in heart health.
Online searches not only shed light on our digital behavior but also our lifestyle habits. This is why we decided to pre-empt searches on Google and make the brand present on every relevant search term. The three vectors - Staying Active, Eating Healthy and Being Happy were broken down into small actionable steps like sleeping on time, dancing, laughing, going for a jog, etc. We picked keywords that would be contextual to these steps and created a round-the-clock communication strategy that ensured the search ad was relevant to the time of day.
The campaign inspired 250 Media stories and over 60 Mn users to take small steps for a healthy heart. All in all, a heart day at work, you could say.