Aashirvaad Salt Active takes heart-health message to Delhi streets

Aashirvaad Salt Active takes its heart-health messaging to Delhi streets with a hyperlocal outdoor campaign that uses neighbourhood references and wordplay to encourage conversations around mindful sodium consumption. 

The campaign features a series of hoardings across key parts of the capital. In Connaught Place, one of the messages reads, “CP mein high BP? This World Heart Day, bring home Aashirvaad Salt Active (15% lesser sodium).” Another execution in Kalkaji uses the local reference, “Kalkaji walo, kal kyu ji? Dil ka khayal aaj se rakho.” 

By using references that are familiar to Delhi residents, the campaign aims to make conversations around heart health and mindful sodium consumption more relatable. The outdoor messaging is positioned across locations that see regular commuter movement and everyday footfall. 

High blood pressure and heart health remain growing concerns, with excess sodium consumption being one of the dietary factors associated with elevated blood pressure. Through its campaign, Aashirvaad Salt Active highlights its 15% lower sodium proposition and encourages consumers to pay closer attention to their everyday salt intake. 

The campaign has been rolled out across Connaught Place, Kalkaji, Janakpuri, Shadipur, Defence Colony and Dilshad Garden, running around World Heart Day on September 29.