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.
Brands
Adidas elevates Sartaj Kadian to director of digital marketing
Performance marketing lead steps up to drive AI-led, full-funnel growth across MENA and CIS
DUBAI: Adidas has promoted Sartaj Kadian to director digital marketing, tightening its grip on performance-led growth as brands double down on data, AI and cross-channel precision in a fiercely competitive retail landscape.
Kadian, who has spent over five years with the sportswear giant, most recently led performance marketing across MENA and CIS, steering media strategy and innovation to deliver both brand lift and commercial impact. In his new role, he will take charge of end-to-end digital marketing, with a sharper focus on integrating brand storytelling with measurable, full-funnel outcomes.
A digital marketing leader with over a decade of experience across global markets, Kadian has built and scaled high-performing teams, managed multi-million euro budgets and consistently delivered double-digit growth anchored in ROI. His playbook blends marketing mix modelling, AI-led optimisation and deep analytics to align marketing spends with business priorities.
Before adidas, Kadian led digital marketing, CRM and analytics at Landmark Group, where he drove omni-channel strategies spanning customer acquisition, engagement and retention across retail and e-commerce funnels. Earlier stints at McKinsey & Company and Mu Sigma saw him specialise in analytics-led marketing, predictive modelling and demand forecasting for large-scale clients.
His elevation comes as Adidas sharpens its digital muscle in key growth markets, where consumer journeys are increasingly fragmented and performance accountability is non-negotiable. The mandate is clear: fuse creativity with data, and turn every consumer interaction into measurable value.
In a market where clicks must convert and brand love must sell, Kadian now sits at the nerve centre of adidas’s digital ambition—where strategy meets scale, and data decides the winners.
