A woman wears many masks: A mother, a daughter, a wife, a homemaker, a professional, a friend, and much more. She will do all these roles without anyone noticing the stress it puts upon her heart. In an impressive ad film conceptualized by Mullen Lintas, Saffolalife, a not-for-profit initiative by Marico Limited, has kickstarted the #CareForHerHeart campaign. The ad film highlights the stress that women go through their everyday life as they play multiple roles (increased manifold from the lockdown onwards) and urges her loved ones to put her and her heart as a first priority this World Heart Day.
Speaking about the campaign, Koshy George, chief marketing officer, Marico Limited stated that, committed to creating a Heart Healthy India, Saffolalife has taken several initiatives that were aimed at encouraging people to adopt a proactive healthy lifestyle over the past few years. And for this year on World Heart Day, they have launched a very impressive and heart-warming digital campaign, which brings forth the importance of recognizing the unseen stress faced by women in their daily lives and the impact it can have on their heart. Through their continuous efforts to drive awareness around heart health, they are urging everyone to recognize the unseen stress on women and the need to step up to care for her heart.
Speaking about the campaign, Garima Khandelwal and Azazul Haque, chief creative officers, Mullen Lintas told that every year on World Heart Day, Saffolalife throws light on a subject related to the health issues of heart which are not known to many. This year, the campaign is a two-word brief ‘Unseen Stress’ in the routine life of a woman and the film will be an eye-opener for many, they added.
Given the deluge of campaigns around the World Heart Day, the challenge for Saffolalife was to make the campaign clutter-breaking. Finally, when that cracked the idea of showing a woman doing her everyday work while the voice-over is of a man who is complaining about everyday office stress, everyone got excited, the chief creative officers added. The company hopes that this ad film and this campaign make all of the people realize, that the everyday stress levels in a woman’s life are not good for her heart.