Cannes Lions

WORLD HEART DAY

BIG 92.7 FM, Mumbai / FORTIS HEALTHCARE / 2008

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Aloo paranthas (fried wheat bread with potato stuffing often taken in breakfast) Samosas (patties made of potatoes, cheese, chillies etc. like a croissant)Rasgullas (sweet dumplings made of cheese floating in sugar syrup) Mithun’s sweet pan (a sweet mixture of mint, beetle-nut, and other refreshing flavours rolled in beetle leaf.)Introduction: People of Punjab State in India are not very health-conscious. One of the reasons is that they are fond of food, whether its healthy or not. The usual diet consists of a lot of calories and fats. They love eating heavy stuff and care the least about health.

Most of the punjabies throughout the world are overweight and suffer from serious heart and cholesterol problems. These problems can be faced by any person, and thus heart diseases are the most common in the world. The promo is an attempt to make people aware that each time they consume unhealthy food, their heart suffers.

Idea and communication: The idea of the promo is 'when the tongue enjoys, the heart weeps...so eat healthy, stay fit'. The idea is communicated in a very subtle way though it hits the mind clearly through the vocal expressions of a tongue and a heart.

Production and execution: The left and right speaker have the same voice but with different vocal expressions. The right one is excited about unhealthy food whereas the left one is concerned and worried. The right one is a man's tongue and the left one is his heart.

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