Oct 30th 1938The 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.

Every 6th Indiansuffers from aHeart Ailment.

India has the highest incidence of risk Groups.

Hypertension

Diabetes

Smoking

Obesity

No 1 Chronic Ailment in the country (13% of SEC AB)

No 2 Chronic Ailment in the country (10% of SEC AB)

World’s 3rd largest smoking population 34% of India

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 – 20052. Walk for a healthy heart – 2006

SaffolaLife’s initiatives through the years:

1. Pledge to lead a healthy lifestyle – 20052. Walk for a healthy heart – 20063. Talking to high incidence risk groups – 2007

SaffolaLife’s initiatives through the years:

1. Pledge to lead a healthy lifestyle – 20052. Walk for a healthy heart – 20063. Talking to high incidence risk groups – 2007

Initiatives did get “Attention”

SaffolaLife’s initiatives through the years:

1. Pledge to lead a healthy lifestyle – 20052. Walk for a healthy heart – 20063. 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.

CholesterolThe 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