ver the past few years, Marico's 40-year-old edible oil brand, Saffola has positioned itself as the 'preventive heart care brand'. Its communication has used humour to highlight the risk factors of heart disease and to cajole consumers to adopt a healthy lifestyle.

The brand's new TVC, part of the 'Dil ko rakhiye jawaan' campaign, invokes a simple moment of truth in a man's life where his idea of 'forever young' gets shattered and serves as a wake-up call. The film shows a couple walking along when a thief snatches the lady's purse and runs away. The chubby husband chases the thief, but to no avail. Panting and sweating, he returns, making excuses about his inability to catch the crook. ... more