| Title | INDIA SAYS “MY HEART IS HEALTHY OR AT LEAST I KNOW IF IT’S NOT” |
| Brand | PEPSI FOODS INDIA LTD |
| Product / Service | QUAKER OATS |
| Category | C02. Interactive Tools & Applications, including mobile advertising |
| Entrant | GROUP M INDIA New Delhi, INDIA |
| Entrant Company: | GROUP M INDIA New Delhi, INDIA |
| Advertising/Web Design Agency: | GROUP M INDIA New Delhi, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Mr.Vinod Thandani | Group M,Interaction | Regional Mobile Director - India & South Asia |
| Ms.Anisha Iyer | Group M,,Interaction | Business Director |
CHALLENGE With over 60% of the World’s heart patients in India a platform was required for Quaker Oats that forewarned people about their heart health. STRATEGY The TG with an urban lifestyle has no time for checking their heart health. The forewarning & engagement platform had to be simple & convenient for the TG. Quaker Heart Health application was used and the user could download & take the heart health test. The calculator helped monitor their progress constantly against set goals. Tips, recipes & trivia kept the TG engaged. RESULTS Over 100,000 users downloaded the application & 73% of them claim positive behavior change like exercising, eating healthy, etc.