Transcript Life as we know it sucks

th
30
Oct
1938
The first Radio Innovation
of note was produced by
Orson Welles .
Called “WAR OF THE
WORLDS”, it was presented
as:
A series of News bulletins
reporting the Martian
Invasion of Earth in
progress.
Without ad breaks doubling
the dramatic effect.
Thus began the
trend, of
modern
format
integrations as
we know
them…
Category: Best Media Innovation - Radio
Brand: Saffola Life
“Listen to your Heartbeat”
4 Indians die every minute
of a Heart Attack.
th
6
Every
Indian
suffers from a
Heart Ailment.
India has the highest
incidence of risk Groups.
Hypertension
No 1 Chronic Ailment in the country
(13% of SEC AB)
Diabetes
No 2 Chronic Ailment in the country
(10% of SEC AB)
Smoking
World’s 3rd largest smoking population
34% of India
Obesity
31% of Urban India is Overweight
Source: TGI
• Since the very beginning SaffolaLife has
been associated with “heart care”.
• Since the very beginning SaffolaLife has
been associated with “heart care”.
• In recent years, it has identified and
associated itself with the International
World Heart Day (WHD) to stress the
importance of “heart health”.
• Mumbai, the financial capital of India –
also carries the unfortunate distinction
of being the “Heart Ailments Capital” of
the country.
• Mumbai, the financial capital of India –
also carries the unfortunate distinction
of being the “Heart Ailments Capital” of
the country.
• The pace of the city – is taking a toll on
its “HEART” – hence the urgent need
for “care”.
The need of the hour?
To coax our target audience to
spare a thought for their heart.
To coax our target audience to
spare a thought for their heart.
Listen to your Heart.
So, how do I listen to my
heart?
Take a cholesterol test.
SaffolaLife was offering free
cholesterol tests.
SaffolaLife was offering free
cholesterol tests.
The first step towards
preventive heart care.
But the challenge lay
ahead.
SaffolaLife’s initiatives through the years:
1. Pledge to lead a healthy lifestyle – 2005
SaffolaLife’s initiatives through the years:
1. Pledge to lead a healthy lifestyle – 2005
2. Walk for a healthy heart – 2006
SaffolaLife’s initiatives through the years:
1. Pledge to lead a healthy lifestyle – 2005
2. Walk for a healthy heart – 2006
3. Talking to high incidence risk groups – 2007
SaffolaLife’s initiatives through the years:
1. Pledge to lead a healthy lifestyle – 2005
2. Walk for a healthy heart – 2006
3. Talking to high incidence risk groups – 2007
Initiatives did get “Attention”
SaffolaLife’s initiatives through the years:
1. Pledge to lead a healthy lifestyle – 2005
2. Walk for a healthy heart – 2006
3. Talking to high incidence risk groups – 2007
Initiatives did get “Attention”
But people lapsed back into their routines.
The voice of the heart
continued to be ignored.
The voice of the heart
continued to be ignored.
Days of Cajoling & Reasoning were over.
The voice of the heart
continued to be ignored.
Days of Cajoling and Reasoning were over.
People had to be SHAKEN into
SELF REALISATION.
Cholesterol
The Enemy Inside.
Fear leads to Realization
Motivating People to Action
Fear leads to Realization
Motivating People to Action
The attitude of “Till its not Me” had to
change to “It could be ME”.
Music/Sound is the heart of
every thriller.
It has the unique ability to induce fear.
How do you connote the dire
need for heart care through
sound?
Through the use of radio.
Through the use of radio.
Use the strength of the medium, its sound.
We didn’t need a format integration,
but a format ADAPTATION.
We didn’t need a format integration,
but a format ADAPTATION.
Something that would make the listener “SIT
UP” and pay attention to “HIS HEART”.
What better to connote fear and
anxiety than your own heartbeat.
Unexpected, but real.
Thank You
Thank You
Thank You