In today’s world where we juggle many roles – like being professionals, parents, spouses, or caregivers – it is paramount to take care of our health. But in the rush to chase our dreams, we sideline our health completely. This oversight has given rise to a concerning surge in lifestyle-related ailments such as high cholesterol, hypertension, and diabetes, even among India’s younger population. The early onset of such health challenges, which is 60 ki bimaariyan 40 mein, if left unchecked for a long time, will have a drastic socio-economic impact in the near future.
Over the years, Saffola, a well-known household name, has been committed to promoting a healthy lifestyle. This commitment to encourage young India to eat right and live healthily is exemplified by the Saffola 40 under 40 campaign in partnership with The Times of India. The 8-week-long Saffola 40 under 40 movement featured a dynamic group of young achievers and influencers under 40 from varied professional backgrounds, who actively participated in the comprehensive campaign aimed at promoting a healthier lifestyle. Their health journey began by taking their Saffola Lifestyle Score to assess the impact of their current lifestyle, enlightening the audience about pressing health issues and encouraging them to take #RozKaHealthyStep to improve their lifestyle.
Each week the audience was introduced to a new health challenge. The young achievers encouraged their audience to take this challenge along with them – from controlling portion sizes and reducing sugar intake to getting enough protein and using cooking oil wisely. Additionally, throughout the campaign, Saffola also shared easy and nutritious food ideas to help maintain a heart-healthy lifestyle.
For instance, one of the weekly challenges revolved around the theme of incorporating low-fat protein sources into one’s diet. Young achievers shared many dietary options including Saffola Soya Chunks for those following a vegetarian diet. This multifaceted approach not only engaged the audience but also educated them on the benefits of making informed dietary choices.
The Saffola 40 Under 40 campaign unequivocally demonstrates the brand’s steadfast commitment to promoting healthier living through our daily choices. The campaign aims to highlight how small and consistent changes can greatly improve our overall health and well-being.
The 360-degree campaign was highly successful and amplified across TV, Print, OOH and Digital platforms to bring widespread awareness. Over the course of 8 weeks, the movement helped 25,000+ Indians choose a healthier lifestyle. What truly enhances the campaign’s appeal is, the brand’s annual tradition of pushing the boundaries of innovation during World Heart Day, ensuring that it continues to captivate and inspire its audience year after year.
This World Heart Day, Saffola partnered with Kareena Kapoor Khan to inspire millions more to join this health movement. She serves as a living example of someone who has achieved immense success in her career while also advocating for and maintaining a healthy lifestyle. The brand’s video featuring Kareena has her share a powerful message with India about prioritizing their health.
In her inimitable style, Kareena emphasizes how neglecting one’s health could lead to missing out on key opportunities to enjoy moments of joy that shape life. For instance, not being present to receive an award, missing out on your child’s school performance or being unable to accompany your parents on their special anniversary trip, all leading you to depend on others to stand in for you during life’s important occasions, all because your health is not supporting you. She goes on to emphasize that in the face of ’60 Ki Bimaariyaan 40 mein’, referring to the rising trend of lifestyle diseases among young Indians, people are missing out on special moments of happiness.
What distinguishes this campaign is its skilful association with 40 young achievers and influencers, all of whom are very successful in their respective professions, along with the final association with a prominent figure, followed by millions for added momentum, relatable messaging, a comprehensive and step-wise approach to eating right and healthier living and strategic partnerships for multi-touch points. Overall, all the efforts are aimed at building a sustainable habit change that can benefit consumers’ lives and help them avoid 60 ki bimaaryian 40 mein.