| Title | TIMES OF INDIA INNOVATION |
| Brand | MARICO |
| Product / Service | SAFFOLALIFE |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | McCANN WORLDGROUP Mumbai, INDIA |
| Entrant Company: | McCANN WORLDGROUP Mumbai, INDIA |
| Advertising Agency: | McCANN WORLDGROUP Mumbai, INDIA |
| Media Agency: | MADISON COMMUNICATIONS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | McCann Worldgroup | Executive Chairman & Regional Executive Creative Director - Asia Pacific |
| Abhinav Tripathi | McCann Worldgroup | Creative Director |
| Denzil Machado | McCann Worldgroup | Creative Director |
| Siddhi Yadav | McCann Worldgroup | Art Director |
| Ajay Ram | McCann Worldgroup | Art Director |
| Bianca D'sa | McCann Worldgroup | Art Director |
| Prasad Ramachandran | McCann Worldgroup | Art Director |
| Abhinav Tripathi | McCann Worldgroup | Copywriter |
| Nachiketa Anand | McCann Worldgroup | Copywriter |
| Manish Patel | McCann Worldgroup | Copywriter |
| Siddhi Yadav | McCann Worldgroup | Illustrator |
| Prasad Ramachandran | McCann Worldgroup | Illustrator |
| Loveleen Raina | McCann Worldgroup | General Manager & VP |
| Mangesh Mulajkar | McCann Worldgroup | Business Head |
| Geetanjali Saini | McCann Worldgroup | Group Account Manager |
| Robert Joseph | McCann Worldgroup | Production Head |
| Harshal Pandere | McCann Worldgroup | Production |
| Uday Apkar | McCann Worldgroup | Production |
| Sachin Sawant | McCann Worldgroup | Production |
The innovation reached more than 7 million individuals across the country. Over 90% of the audience picked up the message that heart has an age. The print innovation increased the Heart’s Age awareness from 4% to 23% in Mumbai and 5% to 21% in Delhi. 40% of the people who visited the site completed the Heart`s Age test. The scores for ‘Good For Heart’ equity improved by 29% in Mumbai. As a result, scores of ‘brand for me’ improved by 19% in Mumbai and by 8% in Delhi. More than 32,000 people took the Heart’s Age test on the website.
To illustrate what it meant to be ‘Young@Heart’, we tied-up with the country’s leading newspaper, the Times Of India (TOI) and gave this everyday, mundane newspaper a facelift. On 25th September, 2010 we undertook the mammoth task of transforming 7 editions of TOI newspaper, to look like they were written and designed by a child. With a tight deadline of just 20 minutes per edition, the team worked in tandem with the TOI editorial team to convert the regular B/W paper into a page from a child’s drawing book.
As an expert in heart care, Saffolalife uses World Heart Day as a platform to get individuals to take note of their heart health and enable them to assess it. This year, the task was to break the NEW NEWS that our heart has an age too and it could be different from our real age. The challenge was to demonstrate this in a way that was impactful, engaging and heart-warming. Our insight - How we behave is not reflective of our age. IT IS REFLECTIVE OF OUR HEART’S AGE.