MUMBAI: Saffola, the health-focused FMCG brand from Marico Limited, has launched an AI-powered campaign this World Heart Day to help consumers gauge the true age of their hearts.
Titled ‘Heart to Heart Talk,’ the initiative encourages people to pause, reflect, and engage in a personal conversation with themselves about lifestyle habits that affect heart health. By scanning a QR code, uploading a selfie, and answering a few simple questions on Whatsapp, users receive a personalised AI-generated video revealing the gap between their real age and indicative heart age.
According to the Indian Council of Medical Research- India Diabetes (ICMR-INDIAB), one in four Indians has high cholesterol, one in ten is diabetic, and one in three is hypertensive. Even active, young adults may unknowingly put their hearts at risk through daily stress and unhealthy choices.
Marico Limited, CEO – India core business, Ashish Goupal said, “Saffola has always aimed to inspire consumers to take charge of their heart health. ‘Heart to Heart Talk’ is a moment of truth, helping people reflect on how small lifestyle habits can impact well-being and empower them to take meaningful steps towards a healthier tomorrow.”
Conceptualised by team WPP, the campaign includes a digital film depicting a young man caught in unhealthy routines, from breakfast pakodas to late-night junk food. At each step, he is confronted by the reflection of his older self, demonstrating the long-term effects of poor habits. The film highlights ‘Saffola Total Heart Pro’, enriched with Oryzanol to help reduce cholesterol, and shows it being used in everyday cooking to promote healthier choices.
With this initiative, Saffola continues its long-standing mission to promote wholesome living and make heart health awareness both personal and engaging.