This World Heart Day, Saffola Gold is asking India to rethink who gets to be at the centre of the heart-health conversation.
The Marico brand has partnered with Zee Entertainment Enterprises and PHD India to launch ‘Dil Se Ladies First’, a multi-platform initiative aimed at bringing greater attention to women’s heart health.
Built around the thought that women often put their families and communities before themselves, the campaign seeks to challenge the perception that heart health is primarily a men’s concern. It also highlights the need for greater awareness and proactive attention towards women’s cardiovascular health.
Conceptualised and planned by PHD India, the initiative brings together ‘Z’s television, Zee 5 and social ecosystem, moving beyond conventional brand integrations to create multiple moments of engagement around World Heart Day.
On television, the campaign will feature a 17-channel prime-time blackout, with three prominent artists addressing viewers through the third screen to raise awareness around women’s heart health. The artists will also extend the conversation through their individual social channels.
On Zee 5, the campaign takes the message into the viewing experience itself. A platform takeover, World Heart Day roadblock and Connected TV integrations are designed to create deliberate moments of pause and reflection for audiences, drawing attention to the women who often put others’ needs ahead of their own.
The campaign will also extend across ‘Z’s digital ecosystem through talent-led storytelling, creator collaborations and audience engagement initiatives.
Taking the message from awareness to action, Saffola has also created a WhatsApp bot offering information and resources around women’s heart health, giving audiences a practical next step to learn more and encourage the women in their lives to prioritise their health. Saffola encourages families to take care of their heart by using less oil. Saffola strongly recommends regular exercise and a balanced diet.
Vikram Karwal, Chief Marketing Officer, Marico Limited, said, “For years, Saffola has used World Heart Day to champion proactive heart care. This year, we wanted to address a clear blind spot: women’s heart health is still too often treated as secondary. With ‘Dil Se Ladies First’, we want to remind every woman that caring for her heart is a priority, not an afterthought. The women who look after everyone else deserve to put themselves first too.”
Monaz Todywalla, CEO, PHD India, said, “Purpose-led communication becomes more powerful when the media ecosystem is designed around the idea, rather than the idea being adapted to individual media formats. With ‘Dil Se Ladies First’, we looked at how various mediums could work together as one connected experience, creating multiple, contextual moments for the message to land and move audiences from awareness towards action. The collaboration with ‘Z’ helped bring this integrated approach to life at scale, with the network’s ecosystem becoming an extension of the campaign idea. For us, it is a strong example of how thoughtful media orchestration can turn a brand message into a more immersive and actionable consumer experience.”
Prashant Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd., said, “We see our role as creating real value for our brand partners, beyond conventional deliverables. With ‘Dil Se Ladies First’, we have taken up the cause as a network, creating a high-impact roadblock on World Heart Day that reaches audiences across television, Zee 5, YouTube and social.
“Television, with its unparalleled reach and ability to create shared moments at scale, plays a powerful role in taking conversations of national importance into millions of homes. The 17-channel television roadblock is designed to turn a familiar viewing moment into a collective pause, giving the message around women’s heart health the scale and salience it deserves.
“The Zee 5 takeover takes this one step further by bringing the campaign into the platform experience itself, from the moment audiences enter the platform through to their content consumption journey. By bringing our ecosystem together around a purpose-led message, we can help brands create conversations that go beyond advertising and connect meaningfully with the audiences who engage with us every day.”
Through ‘Dil Se Ladies First’, Saffola Gold, PHD India and ‘Z’ are positioning women’s heart health as a shared responsibility, using the scale of the network and multiple media touchpoints to take the conversation beyond World Heart Day.
