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Saffola |
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Saffola is a forty year-old brand, widely recognized by consumers to be "Good for Heart".
Evolution:
Saffola, positioned on the 'good for Heart' platform was small in volume terms, till 1993, when a series of hard-hitting ads took the brand to new heights. Awarded the 'Brand of the Year' in 1993 and again recently in 2005 by The Advertising Club of Bombay, the brand has continuously modernized and upgraded itself. A new aesthetically defined shape was launched in 1998 ensuring glug-free pouring. The brand was repositioned as 'Heart of a Healthy Family' and extended to a value added edible oil and salt.
A Web site on health, www.saffolalife.com was launched in 2002 to guide Heartcarers as well as proactive health seekers on various aspects of Dietary Health. It also provides a free personalized diet plan service, which anyone can use to get a diet as per his or her individual health requirements.
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Saffola also introduced Dial A Dietician service in 2004. With its team of highly qualified dieticians this service provides everyone free and personalized diet advice and tips on maintaining a regular health regime. By dialing the number 1800 22 2929 from anywhere in the country, all questions on dietary and nutritional aspects of health will be answered by expert professionals. |
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Our consumers:
Saffola's target audience comprises health-conscious consumers.
Contributor's to Saffola's success:
The key to Saffola's growth has been its impactful advertising and the innovative marketing techniques, helping consumers experience a full health care service, not just a product. The 'Saffola Healthy Heart Foundation' was set up to provide a whole lot of additional services to enable consumers to take the required steps to improve their lives.
There was a certain misconception in the minds of people who took heart attack as first symptom of ill-heart health. The corrective action in their lives happened post that. Saffola in its endeavor has used several platforms to highlight the risk factors concerning heart care that if not taken cared off could worsen to an heart attack. The new Dil Ko Rakhiye Jawaan campaign brings to light the risk factors like Obesity, stress, hypertension etc prevalent in our daily life that could act as trigger points.
Every year on World Heart Day, Saffola conducts several events that highlight the preventive steps that can be taken for healthy heart. Also all round the year various on ground events like Health runs and Health check up camps have been organized for the same.
