MAM
This International Coffee Day, switch to the #HealthierCoffee with Saffola FITTIFY Gourmet’s Green Coffee
MUMBAI: For a lot of us, starting our mornings with a freshly brewed cup of coffee has always been an experience to cherish. While it is an essential part of the day, many people, today are health-conscious and look for healthier alternatives to their regular cup. Therefore, on this International Coffee Day, Marico’s Saffola Fittify Gourmet has launched a new campaign ‘Switch to The Healthier Coffee’ that encourages people to take small steps towards a healthier life by simply making a switch.
This new campaign is aimed at driving awareness towards Saffola FITTIFY Gourmet Green Coffee, Instant Beverage Mix (‘Saffola Fittity Green Coffee’). Unlike regular coffee, green coffee beans are not roasted and have up to 3 times more antioxidant power. Green coffee has Chlorogenic acid (CGA), a natural antioxidant which is otherwise lost to a great extent during the roasting process. And so, green coffee beans preserve this Chlorogenic acid thereby providing a healthier choice.
Sanjay Mishra, Chief Operating Officer, India Sales and Bangladesh Business, Marico Limited said, “At a time when health has become a priority, today’s consumers are making an effort to create a healthy lifestyle through regular workouts or diets. Saffola FITTIFY Green Coffee is for such consumers who want to take small steps towards their health goals. Green coffee is a great addition to their daily health regime and can be seamlessly integrated into their regular but busy schedules.”
As part of the campaign, Saffola Fittify in partnership with 82.5 Communications launched a series of digital films introducing the new Saffola Fittify Green Coffee highlighting the importance of making healthier choices. The narratives of the digital films broadly capture the message of how consumers are increasingly looking for healthier options along with taste and variations. One of the films depicts an innocent argument between a husband and wife over nutrition where the wife introduces the healthier choice of coffee, Saffola Fittify Green Coffee at the end. The second film encourages a woman, who makes every day healthier choices for her family and friends, to think about her choice of her daily cup of coffee. Supported by the films, Saffola Fittify aims to educate people and spread awareness on the goodness of its Green Coffee and its nutritive value over regular coffee positioning it as a new health trend.
Anuraag Khandelwal, Executive Creative Director and Creative Head – Mumbai of 82.5 Communications says, "Though coffee is loved by millions all over the globe, there is now an alternative healthier choice available. Every time we order coffee, there's an ounce of guilt that comes with that cup. But now with Saffola Fittify Green Coffee, the healthier version, we can have all the natural goodness of coffee and need not worry about its effect on our health. What's more, we hope that this small healthy switch results in a domino effect that compels people to adopt other healthier habits too."
The films are currently being promoted on digital platforms. The digital films have also been supported by interesting influencer partnerships to engage with the audience. In addition, the campaign witnessed the strategic placement of hoardings and bus shelters placed across popular OOH locations to ensure maximum attention along with educative print ads in high reach newspapers too.
Digital
AI set to transform media and entertainment industry
From creation to monetisation, AI is rewriting how stories are made and found
MUMBAI: Artificial intelligence is no longer a backstage tool in media and entertainment. It is fast becoming the main act. Delivering the keynote at the FICCI-EY M&E Industry Report launch, Meta managing director and country head Arun Srinivas, laid out how AI is transforming the entire value chain, from content creation to discovery and monetisation.
At the heart of this shift is access. AI is breaking long-standing barriers of language and reach, allowing content to travel further than ever before. Films, short-form videos and creator-led stories are now being dubbed, subtitled and even lip-synced across multiple languages with ease. The result is a more fluid, borderless entertainment ecosystem where stories find audiences far beyond their original markets.
Discovery, Srinivas noted, is undergoing an equally dramatic shift. On platforms such as Instagram and Facebook, a significant share of content consumption now comes from recommendations rather than followers. AI-driven systems are increasingly acting as matchmakers, connecting viewers with content tailored to their interests. In simple terms, content no longer waits to be found, it finds you.
For advertisers and platforms, this intelligence is translating into sharper targeting and improved efficiency. AI tools can identify the right audiences, optimise campaigns and even assist in crafting narratives for advertisements. What was once manual and intuitive is now data-driven and predictive.
India, Srinivas argued, sits at the centre of this transformation. With millions of creators producing content in dozens of languages, the country is both a testing ground and a growth engine for AI-led innovation. A large and rapidly digitising population, widespread smartphone adoption and expanding 5G access are further accelerating this shift towards a digital-first media economy.
Creators are already tapping into AI tools for editing, translation, dubbing and audience insights, enabling them to refine content in real time. Studios, meanwhile, are using predictive models to gauge consumer sentiment and optimise release strategies. Advertisers are deploying AI across campaigns, while developers continue to build new layers of tools and services on top of these platforms.
Srinivas also pointed to emerging interfaces that could redefine how content is consumed. From AI-powered assistants embedded in everyday apps to wearable devices offering immersive, on-the-go entertainment and real-time translation, the next wave of innovation is set to be more interactive and deeply personalised.
The broader message was clear. AI is not just enhancing the media business, it is restructuring it. As creators evolve into full-fledged studios and content becomes inherently multilingual, the lines between production, distribution and consumption are blurring.
With its scale, diversity and digital momentum, India is uniquely positioned to lead this shift. If storytelling has always been the country’s strength, Srinivas suggested, AI could well be the force that amplifies it to a global stage.
