Saffola Gold from Marico Limited, in association with Zee Entertainment Enterprises Ltd. (Z) and with PHD India as the media partner, has launched ‘Dil Se Ladies First’ (#DilSeLadiesFirst) on World Heart Day.
The multi-platform initiative aims to bring greater attention to women’s heart health, moving the conversation beyond conventional advertising through a combination of television, digital, social and interactive experiences.
The campaign addresses a familiar dynamic within Indian households: while women frequently prioritise the health and wellbeing of their families, their own health can receive less attention. Saffola Gold is using the platform to encourage women to give their heart health greater priority.
At the centre of the initiative is a network-wide activation across Z’s television, Zee5 and social ecosystem. The campaign includes a prime-time TV blackout across 17 channels, featuring three prominent artists communicating directly with viewers through the third screen. The artists are also extending the conversation through their individual social channels.
On Zee5, the campaign takes the message into the streaming experience through a specially curated platform takeover, creating multiple moments for audiences to encounter the campaign during their content journey.
The initiative also includes a World Heart Day roadblock, high-impact integrations and Connected TV experiences, while Z’s wider digital ecosystem brings in talent-led storytelling, creator collaborations and audience engagement.
The campaign is designed to move beyond awareness towards action through a dedicated WhatsApp bot offering information and resources related to women’s heart health. The tool provides audiences with an accessible next step to learn more and encourage conversations around proactive heart care.
Vikram Karwal, Chief Marketing Officer, Marico Limited, said Saffola’s World Heart Day initiatives have historically focused on proactive heart care, while this year’s campaign addresses what the brand sees as an under-discussed area: women’s heart health.
Monaz Todywalla, CEO, PHD India, said the campaign was developed by building the media ecosystem around the central idea rather than adapting a single message independently to different formats. She highlighted the integration of television, digital, streaming and social as a connected consumer experience.
Prashant Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd., said the network activation brings together television, Zee5, YouTube and social to create a larger-scale conversation around women’s heart health.
With ‘Dil Se Ladies First’, Saffola Gold, PHD India and Z are combining media reach, entertainment platforms and interactive experiences to make women’s heart health a more visible part of everyday conversations around preventive care.