A brand story on World Heart Day!🫀
One brand story that comes to mind on Heart day is that of Fortune cooking oil & that of Sourav Ganguly.
👉Proposition
The brand proposition that its ingredients keep food tasty & healthy for heart against cholesterol esp for people over 40.
👉Brand Ambassador
Dada, the flamboyant cricketer & ex-captain, was rightly chosen to deliver the message - dada bole welcome to 40s.
👉Crisis
-In Jan 2021, dada suffered a cardiac arrest amidst time when the ATL campaigm was on.
-People started taking potshots at the brand with even cricketers tweeting the brand + celeb health misconnection.
💡Brand Response
-It rightly stopped all ATL and messaged for recovery of the celeb.
-Post recovery, dada also came out with a statement stating the history of heart ailments in his family.
- On valentines day, the brand came out with communication with dada with a good message on heart health!
👉The greatest thing a brand can do esp when a celeb is going thru a health crisis is to NOT drop the celeb!
👉Because consumers see such brands as trustworthy who do the right thing in crises.
🙏Btw, take time to reflect if there are any good practices or habits you should embrace for life to take care of your heart - physical exercise, meditation etc.
#health #brand #pr
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I write regularly on consumer/ #marketing trends and habits/ productivity tips. #runningmarketer
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