Saffola Gold Launches 'Dil Se Ladies First' for Women's Heart Health

By: Women Entrepreneurs Review Team | Thursday, 1 October 2026

Saffola Gold from Marico Limited, in association with Zee Entertainment Enterprises Ltd. (Z), has launched “Dil Se Ladies First”, a multi-platform movement focused on raising awareness about women’s heart health. Conceptualized and planned by Omnicom Media’s PHD India, Saffola’s media agency on record, the initiative brings together Z’s television, digital, and social platforms to encourage women to prioritize preventive heart care.

The campaign has been launched around World Heart Day to address the perception that heart health is primarily a men’s concern. While women often take on significant caregiving responsibilities within their families and communities, their own health can often receive less attention.

According to research published in the International Journal of Environmental Research and Public Health in 2025, one in seven women in India face heart-related issues. The symptoms of a heart attack can also differ between women and men, making awareness and regular attention to cardiovascular health important.

Key Highlights:

• Saffola Gold, PHD India, and Z have launched “Dil Se Ladies First” to raise awareness about women’s heart health
• The campaign reaches audiences through television, Zee5, and social media platforms
• Saffola has introduced a WhatsApp bot to provide women with heart health information and resources

“Dil Se Ladies First” builds on Saffola’s long-standing association with World Heart Day and its focus on encouraging proactive heart care. The campaign centers on the message that women who consistently put their families and loved ones first should also make their own health a priority.

As part of the initiative, PHD India and Z have created a network-wide campaign spanning television, Zee5, and social media. On television, the campaign features a first-of-its-kind blackout across 17 channels during peak prime time, during which three prominent artists communicate directly with viewers through the television screen to spread awareness about women’s heart health. The artists also extend the campaign through individual social media content to engage their respective audiences.

The initiative also introduces a specially curated experience on Zee5 based on the insight that audiences often spend hours consuming entertainment without pausing to reflect on their own health. Through a platform takeover, World Heart Day roadblock, and Connected TV experiences, the campaign creates deliberate moments of reflection and uses entertainment platforms to reinforce the importance of preventive heart care.

The campaign extends across Z’s digital ecosystem through talent-led storytelling, creator collaborations, and audience engagement initiatives. To encourage audiences to move from awareness to action, Saffola has also introduced a dedicated WhatsApp bot offering information and resources related to women’s heart health.

The initiative aims to provide audiences with a practical next step while encouraging them to become more informed and proactive about their heart health and the wellbeing of the women in their lives.

Vikram Karwal, Chief Marketing Officer, Marico Limited, said, “For years, Saffola has used World Heart Day to champion proactive heart care. This year, we wanted to address a clear blind spot: women’s heart health is still too often treated as secondary. With ‘Dil Se Ladies First’, we want to remind every woman that caring for her heart is a priority, not an afterthought. The women who look after everyone else deserve to put themselves first too.”

Monaz Todywalla, CEO, PHD India, said, “Purpose-led communication becomes more powerful when the media ecosystem is designed around the idea, rather than the idea being adapted to individual media formats. With ‘Dil Se Ladies First’, we looked at how various mediums could work together as one connected experience, creating multiple, contextual moments for the message to land and move audiences from awareness towards action. The collaboration with ‘Z’ helped bring this integrated approach to life at scale, with the network’s ecosystem becoming an extension of the campaign idea. For us, it is a strong example of how thoughtful media orchestration can turn a brand message into a more immersive and actionable consumer experience.”

Prashant Shetty, Head - Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd., said, “We see our role as creating real value for our brand partners, beyond conventional deliverables. With ‘Dil Se Ladies First’, we have taken up the cause as a network, creating a high-impact roadblock on World Heart Day that reaches audiences across television, Zee 5, YouTube and social media.