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Marico Ltd - Events & Observances Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Marico Ltd, Mumbai, India
Entry Submitted By: 20:20 MSL
Company Description: Marico Limited is one of India's leading consumer products companies operating in the beauty and wellness space.Currently present in 25 countries across emerging markets of Asia and Africa, Marico has nurtured multiple brands in the categories of hair care, skin care, edible oils, health foods, male grooming, and fabric care.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Events & Observances

Nomination Title: Saffolalife #SmallStepsToHealthyHeart

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Genesis

Saffola is a health care brand in India with product categories such as edible oils and functional foods. Saffolalife™, a not-for-profit initiative, was launched 15 years ago to drive awareness about heart health in India. Urban Indians lead very fast paced and stressful lives. They rarely find the time for themselves and are often too tired to maintain a regular fitness routine. While there is awareness about heart health, most people only start taking steps to care for their heart after being diagnosed with a heart ailment or determined to be at risk of one. Very few people take proactive steps to protect their hearts and prevent heart ailments.

Development:

We aimed to position Saffola as a brand for all health conscious people and not just those who suffer from or are at risk of heart disease and showcase how heart care can fit into daily life seamlessly and does not require any drastic lifestyle changes while improve brand imagery by 7%.

In an attempt to encourage a behavioral shift, we came across a study by World Heart Federation, which highlighted being active, eating better, and staying happy can have a positive impact on heart health

We found that people were more receptive to small, simple and effective everyday interventions. Thus, Saffolalife on World Heart Day encouraged people to focus on Small Steps towards a healthier lifestyle that can have a giant impact on heart health.

We designed the campaign with an integrated communication approach which leveraged Health Experts, celebrities and online influencers; traditional and new age media and social media to convey this message. Together with a research study and simple online heart health assessment tool, we provided consumers a holistic solution-education to practice for healthier hearts.

Execution

Saffolalife co-created a Healthy Lifestyle Score in association with top cardiologists and heart health experts, based on a combination of physical activity, eating habits & happiness quotient- the three key elements that could contribute to improving heart health by upto 50%

People across India were surveyed on these parameters and on World Heart Day, Saffolalife released India’s Healthy Lifestyle score through a multi-city press conference. This highlighted which cities had the most active, diet conscious and happy people.

Created an online test on Saffolalife website, where people could check their scores based on their daily lifestyle

Hosted an event to showcase the impact of #SmallStepsToHealthyHeart campaign

Bollywood celebrity and fitness guru Shilpa Shetty highlighted importance of exercising daily. At the event, Shilpa shared that doing simple things like chewing food properly, exercising at home and even everyday activity like playing with your child can have a positive impact on your heart health

Celebrity Chef Kunal Kapur explained the importance of eating small portions at regular intervals. He also gave valuable tips on how unhealthy ingredients in our recipes can be easily replaced with healthier ones

Stand-up comic Cyrus Sahukar reiterated the need to take small breaks for brief periods to relieve stress and being pleasant and kind even to complete strangers and maintaining a cheerful disposition every day

Bloggers and social media mavens encouraged their followers on social media to take the online test

Evaluation of success/measurement

-Overall Brand Imagery score moved up by robust 20% with scores on key parameter of “Brand for Me” seeing a dramatic shift from 53 to 88
-Saffolalife portal received over 2,00,000 hits
-Saw robust double digit offtake growth in the campaign period
-100 top bloggers also joined movement with a reach of 10 million+
-The campaign saw PR value of over USD 50 million with impressions of about 100 million

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-Saffolalife decided to design new narrative to reach out all health conscious people and not just those who suffer from or are at risk of heart disease
-Designed India’s Healthy lifestyle score in consultation with cardiologist and nutritionists
-Saffolalife created a simple yet unique online Healthy lifestyle score to enable people to check their score to access their heart health quotient
-Saffolalife brought influencers from different walks of life to show how simple changes in daily lifestyle can make giant impact on heart health
-Brand Imagery score moved up by robust 20% with scores on key parameter of “Brand for Me” seeing a dramatic shift from 53 to 81
-Saffolalife portal received over 2 lakh hit
-Saw robust double digit offtake growth in the campaign period