Narayana Health marked World Heart Day with a nationwide guerrilla marketing campaign aimed at raising awareness about preventive heart care. Titled ‘Check-up Sachets’, the campaign replaced standard ketchup packets with specially designed sachets that included a health message and a QR code linking to the hospital’s preventive health check-up booking page.
The sachets were distributed with a range of street foods and snacks across food stalls and eateries in major Tier 1 and Tier 2 cities across India. While the sachets resembled regular ketchup packets on the outside, they opened to reveal a message: 'Cravings may come suddenly. Heart troubles don’t.'
The back of each sachet listed components for maintaining heart health, including physical activity, quality sleep, a balanced diet, fibre, hydration, fruits and vegetables, nuts and seeds, stress control, and regular check-ups.
According to Narayana Health, the idea was to reach people in everyday settings and prompt them to consider their heart health.
“Great ideas don’t always need billboards. Sometimes, they fit inside a ketchup sachet,” said Dr. Ashish Bajaj, Group Chief Marketing Officer, Narayana Health. “With ‘Check-up Sachets,’ we’ve turned preventive care into a conversation starter in the most surprising places. If this campaign makes someone pause, smile, and think about their heart — then we’ve succeeded.”
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Mr. Abhishek Misra, Country Head – Brand & Marketing, Narayana Health, added, “The brilliance of ‘Check-up Sachets’ lies in its simplicity. Ketchup is universal. By turning it into ‘check-up,’ we’ve made preventive healthcare part of daily life. This kind of creative storytelling helps bring serious health topics into everyday moments — even over a plate of snacks. After all, if we never forget to add ketchup to our samosas or rolls, why forget a heart check-up? It’s our playful nudge to say — love your snacks, but don’t skip the check-ups.”
“With ‘Check-up Sachets,’ we’ve shown that even the smallest packaging can deliver a message that sticks — and hopefully, gets people to take that first step toward a healthier heart,” he added.
Cardiovascular disease continues to be a growing concern in India, with lifestyle-related factors such as diet, stress, and lack of exercise contributing to a rise in cases, particularly among younger adults. Narayana Health’s campaign aims to encourage early action through regular check-ups and lifestyle adjustments.
