Ahead of World Heart Day, Saffola Gold has launched Dil Se Ladies First, a campaign urging women to pay closer attention to their own heart health instead of constantly prioritising everyone else’s.
The campaign is rooted in a familiar insight – women often care for their families first and quietly push their own well-being to the background. Through this initiative, Saffola Gold wants women and their families to become more aware of symptoms that frequently go unnoticed, such as breathlessness, persistent fatigue and general uneasiness.
The centrepiece is a digital film built around a mother-daughter bond. It opens with the mother appearing breathless while climbing a staircase, a moment her daughter quickly senses isn’t quite right. As the daughter’s worry builds, an intensifying heartbeat sound underscores the film’s core message – that women often dismiss early warning signs while managing everyday responsibilities. The film closes on the brand’s message, urging women to listen to their bodies and treat their own health as a priority.
Vikram Karwal, CMO, Marico Limited, said proactive care has always been central to Saffola’s purpose, and Dil Se Ladies First is meant to nudge women – and the families around them – to notice signs that often go overlooked. He added that while women are usually the ones caring for others, their own needs get deprioritised, and this World Heart Day is a reminder that putting themselves first isn’t selfish, but essential.
With this campaign, Saffola Gold hopes to build lasting awareness around women’s heart health and normalise proactive self-care.
