MAM
Saffolalife urges to pay attention to your belly fat
MUMBAI: Saffolalife, a not-for-profit initiative by Marico launched a new campaign on World Heart Day. This year, the campaign ‘Dil ki haalat, pet se pakad’ aims to build awareness and educate people on the impact of belly fat on heart health, thereby inspiring people to begin their journey towards a healthier heart and lifestyle.
The campaign kicked off with a digital film conceptualised by McCann Mumbai. The film shows light-hearted moments of family and friends holding a dear one’s belly fat in jest, but in reality it is no laughing matter since belly fat puts your heart at risk. Through the film and campaign, Saffolalife aims to build awareness of a lesser known fact, that the presence of belly fat increases heart risk. The video was launched across social media platforms – YouTube, Facebook, Instagram and OTT platforms like VOOT and HotStar complemented with print releases and on-ground activities to amplify the message ‘pet pakad mein aaye, toh karo dil ka khayal shuru.’
Consumers can also visit the Saffolalife microsite (www.saffolalife.com) and use the Heart Risk Calculator to get a deeper understanding of the extent of their heart risk.
On World Heart Day, Saffolalife also released a research study on the ‘Impact of belly fat on heart health’ which highlighted some astonishing facts such as 67 per cent Indians with belly fat are at heart risk, 83 per cent Indians who are at heart risk due to belly fat do not consider belly fat to be a key reason for heart risk, 6 out of 10 Indians are at heart risk due to belly fat despite having normal weight and 63 per cent Indians under 35 years are at heart risk due to belly fat.
Saffolalife has also partnered with a team of cardiologists and nutritionists who provided various insights on this issue and recommend ways to improve one’s heart health.
Marico chief marketing officer Anuradha Aggarwal says, “We endeavour to build a Heart Healthy India by encouraging people to take charge of their heart health through small yet impactful measures. For over a decade, the Saffolalife initiative has been building awareness on heart health and inspiring people to take care of their heart. This year’s campaign drives an important message on how the presence of belly fat can impact one’s heart health. And, that people should start taking care of their heart if they can see fat around their belly.”
Talking about the campaign, McCann Mumbai EVP GM and national head planning Suraja Kishore adds, “Every World Heart Day, Saffolalife has been raising consciousness of people towards heart health. This time we discovered a powerful insight that made us go one step further. The insight stems from something that most of us worry about but don’t link to heart health which is the presence of belly fat. This led us to the idea of – ‘self-check your heart-health’ by measuring your belly fat.”
MAM
Ember Cookware appoints Amit Singh as chief of supply chain
10-year veteran to lead operations as brand scales across D2C, quick commerce and retail.
MUMBAI: Ember just handed its supply chain the perfect seasoning because when your cookware is non-toxic and non-stick, the operations behind it better be fast and flawless. Ember Cookware has appointed Amit Singh as chief of supply chain and Services, bolstering its leadership team at a pivotal growth phase. Singh brings over a decade of experience in supply chain strategy, operations and large-scale network buildouts.
He began his career at Singapore-based retail giant Giant Hypermarket before joining Pharmeasy in 2015, where he played a foundational role in building and scaling its pan-India supply chain across B2B and B2C channels. At API Holdings, he later led supply chain operations for North India, managing end-to-end execution across complex, multi-city networks.
In his new role, Amit will oversee Ember’s complete supply chain and service ecosystem including sourcing, manufacturing coordination, logistics, last-mile delivery, post-purchase support and workforce development. His mandate focuses on building cost-efficient, resilient operations that shorten fulfilment times, strengthen inventory management and deliver a consistently high-quality consumer experience as the brand expands nationally.
Ember Cookware co-founder & CEO Siddharth Gadodia said, “Supply chain is where growth either holds or breaks. As we scale across channels and geographies, we need operations that are efficient, resilient, and built for speed, without ever compromising on the consumer experience. Amit has done this before, at real scale.”
Ember Cookware co-founder & CMO Himanshi Tandon added, “As we scale, supply chain efficiency becomes as important as product and brand. Amit’s mandate is to build the operational foundations that make our promise consistent at scale.”
Amit Singh commented, “Ember is building something genuinely different, a category-defining brand with a clear purpose and the ambition to match. I’m looking forward to building supply chain infrastructure that doesn’t just keep pace with growth, but enables it.”
The appointment forms part of Ember’s broader push to deepen leadership across key functions as it invests in its Innovation Lab, proprietary material technologies and operational backbone to support national expansion.
In a kitchenware world where non-stick promises are easy but delivery is hard, Ember isn’t just cooking up products, it’s cooking up an operation that keeps every promise sizzling from factory to fork.
