billion hearts beating campaign

‘Billion Hearts Beating Campaign’: Heart Beats for aSocial Cause?

Why would the biggest Indian national newspaper devote its first page for a social cause?Over the decades, the front page space in the newspapers has been exclusively reserved for themost engaging national (or at times international) news. But the edition of April 28th 2010 ofTimes of India (TOI), the largest circulated Indian news daily, looked different. The headlinesread ‘Billion Hearts Beating Campaign Launched’ (BHB), a nationwide campaign jointly launchedby TOI and India’s largest corporate hospital chain, Apollo Hospitals (Apollo) (Exhibit I).Although the campaign was refreshingly welcome for many Indians, many of the corporate honchosquestion the relevance and reach of the intended message of social cause campaigns. Whyco-branding such causes? Who would gain the most in the short run and in the long run?

This case study was written by Girija P. and Dr. Nagendra V Chowdary, IBSCDC. It is intended to be used as the basis for class

discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from

published sources.

© 2010, IBSCDC.

No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever

without the permission of the copyright owner.

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Exhibit IExhibit IExhibit IExhibit IExhibit IThe PThe PThe PThe PThe Print Ad of Billion Hearts Beating Campaign in rint Ad of Billion Hearts Beating Campaign in rint Ad of Billion Hearts Beating Campaign in rint Ad of Billion Hearts Beating Campaign in rint Ad of Billion Hearts Beating Campaign in TTTTTimes of Indiaimes of Indiaimes of Indiaimes of Indiaimes of India

Source: Times of India, April 28th 2010, pages 1 and 3

‘Billion Hearts Beating Campaign’: Heart Beats for a Social Cause?

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‘Billion Hearts Beating’: The Campaign Begins

On April 28th 2010, Apollo Hospitals in association with Times of India launched a nationwidehealth awareness campaign, ‘Billion Hearts Beating’, cautioning how vulnerable Indians are toheart-prone diseases. The entire page was dedicated for a problem that is assuming alarmingproportions in India – the growing epidemic of congenital heart diseases.

BHB campaign intended to address a problem that was detected way back in the 1950s, forwhich the government and private health sector did little. Cautioning that Indians are at a fargreater risk of suffering from heart diseases and disorders than almost any other nationalities, Dr.Pratap C Reddy (Dr Reddy), founder chairman of Apollo Hospitals (Apollo), championed thecause, joining hands with TOI. It is estimated that around 25% of Indians under the age of 40are prone to heart ailments – being more susceptible than Caucasians or any other race.1 Especially,of late, urban Indians have become more vulnerable to heart problems. A 30-year-old Indianmale is three to four times more likely to have a heart attack as compared to the same age menof other nations. As per statistics, more than 12% of the urban Indians suffer with heart ailments,in contrast to the US, where only 5% of urbanites have heart complaints.2

1 “India Has a Problem”, http://www.billionheartsbeating.com/index.php2 Ibid.

Exhibit IIExhibit IIExhibit IIExhibit IIExhibit IIManaging Managing Managing Managing Managing Seven Risk FSeven Risk FSeven Risk FSeven Risk FSeven Risk Factorsactorsactorsactorsactors

1 .1 .1 .1 .1 . Smoking Smoking Smoking Smoking Smoking – Smokers risk a heart attack twice as much as non-smokers. Smoking is alsothe most preventable risk factor. So if you smoke, quit right now. It isn’t easy, we know, butit’s possible. Also, please remember that non-smokers who are exposed to passive smokingare at an increased risk. And that’s not fair.

2 .2 .2 .2 .2 . CholesterolCholesterolCholesterolCholesterolCholesterol – Please have your cholesterol levels checked. A diet low in cholesterol andsaturated and trans fat will help lower cholesterol levels and reduce the risk of heartdisease. Regular exercise will also help lower ‘bad’ cholesterol and raise ‘good’ cholesterollevels.

3 .3 .3 .3 .3 . Blood pressureBlood pressureBlood pressureBlood pressureBlood pressure – Like cholesterol, blood pressure interpretation and treatment should beindividualized, taking into account your entire risk profile. Control blood pressure throughdiet, exercise, weight management, and if needed, medication.

4 .4 .4 .4 .4 . DiabetesDiabetesDiabetesDiabetesDiabetes – If not properly controlled, diabetes can lead to significant heart damage,including heart attacks and death. Control diabetes through a healthy diet, exercise,maintaining the right weight, and taking medication as prescribed by your doctor.

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Apollo as a responsible global healthcare group intends to educate people about the seven riskfactors for heart problems that people must be aware of (Exhibit II). Addressing the people aboutthe growing epidemic, Dr Reddy said, “Reports point to India becoming the heart disease capital ofthe world, if we haven’t become it already. This is a dubious distinction. This is a title we do notwant and certainly do not deserve. The risk of heart disease can be reduced – even reversed. We,as the country’s largest healthcare provider are committed to help the country achieve.”3

The objective of the BHB campaign is to spread awareness about healthy lifestyles in orderto reduce the risk of heart disease significantly. The new economic order (especially during2001-2010, driven largely by IT, BPO, Entrepreneurship and Brain Drain boom), has resultedin new lifestyles. The changing lifestyles mean new working, eating and socialising habits thatput the health concerns into a spin. On the campaign-launching day, TOI had exclusivearticles about heart problems and ways of curing them on the very first page. Interestingly, thetext was splintered with symbol, which was very eye-catchy. Every single ‘o’ in the text wasreplaced with a red heart (Annexure I).

To complement the print-ad campaign, an exclusive website, www.billionheartsbeating.com,has been created that not only sensitises the visitors to the impending disaster but also offers ‘92ways to keep your heart healthy’. The website also includes an ‘Ask the Experts’ column whereinthe visitors can post their queries pertaining to heart problems. A ‘Heart 2 Heart’ helpline hasalso been set up where cardiologists from Apollo will answer the queries of enthusiasts (readersof TOI) for two hours daily (Exhibit III). Further extending their service, Apollo is conductinghealth check-up camps across various parts of the country. The details of the health camps areprovided in the website.

5 .5 .5 .5 .5 . LifestyleLifestyleLifestyleLifestyleLifestyle – Many of us lead sedentary lives, exercising infrequently or not at all. Simpleleisure-time activities like gardening or walking can lower your risk of heart disease. Try toexercise 30 minutes a day, at moderate intensity, every day.

6 .6 .6 .6 .6 . Eating Eating Eating Eating Eating – Eat a heart-healthy diet, low in salt, saturated fat, trans fat, cholesterol, andrefined sugars. Try to increase your intake of foods rich in vitamins and other nutrients,especially antioxidants, which have been proven to lower your risk for heart disease. Alsoeat plant-based foods such as fruits and vegetables, nuts, and whole grains.

7 .7 .7 .7 .7 . Stress Stress Stress Stress Stress – Poorly controlled stress and anger can lead to heart attacks and strokes. Usestress and anger management techniques to lower your risk. Learn to manage your timebetter, set realistic goals, and take up activities like Yoga and meditation.

Source: “Billion Hearts Beating: Campaign Against Heart Disease”, http://www.billionheartsbeating.com/

3 “Billion Hearts Beating campaign launched”, Times of India, April 28th 2010, page 1


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Exhibit IIIExhibit IIIExhibit IIIExhibit IIIExhibit IIIHeart 2 Heart HelplineHeart 2 Heart HelplineHeart 2 Heart HelplineHeart 2 Heart HelplineHeart 2 Heart Helpline

Compiled by the authors from “‘Heart 2 Heart’ helpline”, Times of India

4 Jain Nikunj, “Project – IMC Analysis for Times of India (Report 1)”, http://doc-0s-2c-docs.googleusercontent.com/docs/secure/

ha0ro937gcuc7l7deffksulhg5h7mbp1/tpgkei36h8thfmmmkbln8ju44bu10nn4/1274745600000/16630972171976487976/*/

0B_3LLffOqz9QZGM4YTU5MGMtMWEzMS00ODNjLTkxMDktNmM 5MzlhY2M0Mjlk?e=open, September 26th 2009

As the website is opened, the number of pledges took stares at the visitor. Between April 28th

2010 and May 31st 2010, 16,871 pledges have been reported (Annexure II). Once people take thepledge (out of the 19 options – the direct or indirect reasons for heart disease), they are encouragedto forward the pledge page to their friends. A facebook group page has been created to providemore visibility to the campaign. Members of the group can view and upload videos based on thecampaign and share their views on the issue.

To further the cause and have a wider reach, several initiatives have been undertaken thatincluded mass distribution of heart-shaped balloons and pamphlets to sensitise people about therisk factors. TOI on the other hand, has taken an active interest to promote this campaignthrough print ads. The media conglomerate has taken up this cause as a follow up of its severalother social campaigns that it promoted.

Times of India and Social Cause Marketing Campaigns

Times of India emerged as the largest media conglomerate overtaking its arch-rivals, TheHindu and Hindustan Times. Around 4.3 million copies are circulated daily, earning a turnover of$700 million.4 A study conducted on TOI cites that it’s emergence as a top daily is attributed toits effective marketing communication mix (Annexure III). Another often-cited reason is itsinnovative and socially-relevant cause marketing campaigns (Annexure IV).

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In January 2007, a 6-week long India Poised campaign was launched to celebrate India’s 60years of independence, roping in Bollywood celebrities Amitabh Bachchan and Gulzar. Acombination of several video and print advertisements highlighted a unique theme – ‘India iscompeting against India only’. This theme carried unifying and unfinished agendas for India,viz., cricket and entertainment (unifying) and corruption, trust, patriotism (unfinished). Theseads were aired in both English as well as Hindi languages. These series also included ‘A day inthe life of India’ line of advertisements. This campaign helped the newspaper to connect emotionallynot just with its readers, but also the public at large as the themes chosen were refreshing andreminding Indians of their ‘dutiful’ responsibilities. However, it was opined that this campaignsuffered from two major drawbacks: one, its message was not clear as they could not communicatewhat they wanted, and target segment is not well-defined, as it targeted all the age groups.

As a sequel to India Poised, TOI launched an on-going, Lead India campaign (http://lead.timesofindia.com), in August 2007. The idea of the campaign was ‘helping India choose theright leader’. While India Poised campaign attempted to reconnect the Indians to the real Indiaby sensitising them to unifying and unfinished agenda, Lead India campaign’s goal was to identifynew leaders for a new India – men and women with the vision and ability to empower India withthe kind of political leadership that is so conspicuous by its absence. “Lead India is designed toenable the brightest of India to cut short the normally long-winded path up the political ladder”,5

pointed out TOI. Lead India campaign started with a series of print ads in newspapers titled ‘Do’featuring Shah Rukh Khan. Several other celebrities – Abhishek Bachchan, Farhan Akhtar,etc., were the other lead campaigners for the rest of the season. It also conducted a reality showin Star One channel, with Javed Akhtar, Kiran Bedi and Vikas Singh as the judges. Afterthrilling nation-wide competition, on February 9th 2008, the results were announced. R.K. Mishra(Bangalore) won the contest against Devang Nanavati (Ahmedabad) with more number of votesand a sharp lead of 6-1 from the Jury of 7 judges. He was crowned as Lead India ‘Mahanayak’ fromDr. A.P.J. Abdul Kalam, the former President of India. The winner was awarded prize money ofINR 50 lakh for pursuing a social welfare project, was granted the eligibility to contest in theGeneral Election and pursue a course in leadership and politics at Harvard University’s John F.Kennedy School of Government. While many appreciated the letter and spirit behind thiscampaign, several others questioned the itinerary and integrity of this campaign. “It is cut/pasteof speeches written by eminent leaders, few ads, and results from SMS-polls”,6 commented onepeeved Indian.

In 2009, TOI came up with another initiative called Teach India campaign with the objective ofimparting education to the undereducated. Based on the theme – “If you have the desire to teach,

5 “Can u lead India? R U the next generation leader for nation”, http://www.citehr.com/39223-can-u-lead-india-r-u-next-generation-

leader-nation.html6 “TOI: Lead India Campaign”, http://sujaiblog.blogspot.com/2007/09/toi-lead-india-campaign.html, September 1st 2007


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we will put you in touch with underprivileged children who are willing to learn”,7 the campaigninvited the educated masses to spare some time and impart education to the underprivileged.Based on a social goal of “Give a man a fish; you have fed him for today. Teach a man to fish; andyou have fed him for a lifetime”,8 the message was very clear and emotional. The Bollywood actor,Aamir Khan was commissioned to endorse the cause. To take this cause to the nook and corner ofthe country, TOI has partnered with NGOs, schools, and companies. It effectively promoted thecause through television ads, internet, hoardings, and other promotional events. An exclusive site(http://teachindia.itimes.com/public_teach-india.php) has been developed to promote this cause.The cause was targeted at the youth and the older educated masses.

Although the success rate of these campaigns are not known, TOI continued launching aseries of campaigns. On April 28th 2010, TOI in association with Apollo Hospitals has launcheda nation-wide awareness campaign – The Billion Hearts Beating.

The ‘Billion Hearts Beating’ and other Social Cause Campaigns: Prospectsand Perils

Unlike the earlier social cause campaigns, TOI has teamed up with Apollo Hospitals for ‘TheBillion Hearts Beating’ campaign, setting a new trend in social cause marketing initiatives inIndia. However, many industry pundits question the intent and form of such an association orco-branding initiative. Is Apollo Hospitals trying to elevate its brand image given the increasingcompetition in the private sector of the healthcare industry? Few analysts also opine that Apollo,more than serving the social cause is trying to improve its business prospects. Why it would offerfree health checkup camps and put its busy doctors on call for 2 hours a day (Exhibit III), theyargue. As Apollo is already the leading healthcare provider in the country and its core businessis healthcare business, people relate the social cause highlighted to the healthcare group easily.

On the other hand, what does this campaign mean for TOI? While all the earlier social causecampaigns promoted, addressed one or the other social malignancies with a clear ‘We can do it.Let’s do it’ underpinnings, ‘The Billion Hearts Beating’ campaign is related to an unpleasanttheme and therefore enlisting support for this cause might just border on seeking business for itspartner, as many argued. Who would be benefited most by this co-branding initiative? It hasgenerally been observed that co-branding (especially in the case of social cause marketinginitiatives) works best when either of the partners does not have any direct or indirect interest inthe social-cause campaigned for. “...sometimes co-branding can pose the threat of differentialadvantage on one partner and generate potential competitors. Brands should decide whetherthey would like to co-brand or extend their brands by increasing product or service range. Many

7 “The Times Of India – Teach India Campaign”, http://www.wellsphere.com/healthy-cooking-article/the-times-of-india-teach-

india-campaign/352539, September 13th 20088 “Quotation Details”, http://www.quotationspage.com/quote/2279.html

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a times, co-branding effects one partner positively and the other negatively.”9, pointed out Kocherp.Extending this logic further, she stated, “Successful co-branding happens only when both thebrands add value to the alliance. This value prospective is gauged by analysing how the brandswould complement each other and who their potential customers would be. Research suggests,consumer attitudes do not change much when strong brand names co-brand as compared tolesser-known brand names. However, attitude is just one aspect of measurement. The true benefitof co-branding can be assessed by examining revenues, profits, and consumer base.”10

Earlier, in September 2009, Quaker Oats in association with TOI and Apollo launched a‘Mission to Make India Heart Healthy’. In June 2007, Tata Tea in association with an NGO,Janaagraha launched a social cause campaign – Jaago Re! – to awaken (“Any tea can wake youup; but only Tata Tea can awaken you.”) Indians on issues like corruption, motivate for voting,primary education for child, women’s rights, etc. While Quaker Oats’ campaign was declared afailure, Jaago Re campaign was not only successful in achieving the intended objective, but TataTea’s brand image was also catapulted.

Questions for Discussion

• What is social cause marketing? What according to you is its relevance? What do youthink can be the prospects and perils for social cause marketing initiatives?

• Analysing all the social cause marketing campaigns of Times of India during the last 4years, what stylised facts can be drawn?

• Compare and contrast ‘The Billion Hearts Beating’ campaign with TOI’s earlier socialcause campaigns? What are the similarities and differences?

• When do you think co-branding would work in favor of both the partners of thecampaign? In the case of ‘The Billion Hearts Beating’ campaign, who do you thinkwould gain the most – Apollo Hospitals or Times of India, and why?

• Fill the following matrix with suitable and relevant examples and comment on the efficacyof this matrix.

9 Kocherp, “The Advantages and Disadvantages of Co-Branding”, http://www.brighthub.com/office/entrepreneurs/articles/46418.aspx,

September 13th 200910 Ibid.


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Matrix to Assess the Scope of Success of Cause Related MarketingMatrix to Assess the Scope of Success of Cause Related MarketingMatrix to Assess the Scope of Success of Cause Related MarketingMatrix to Assess the Scope of Success of Cause Related MarketingMatrix to Assess the Scope of Success of Cause Related Marketing

UnrelatedUnrelatedUnrelatedUnrelatedUnrelated

Relationship between thesocial cause campaignedfor and the core business

of the company

Closely relatedClosely relatedClosely relatedClosely relatedClosely relatedHighHighHighHighHigh Social consciousness/awareness among people LowLowLowLowLow

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Annexure IAnnexure IAnnexure IAnnexure IAnnexure IThe Billion Hearts Beating CampaignThe Billion Hearts Beating CampaignThe Billion Hearts Beating CampaignThe Billion Hearts Beating CampaignThe Billion Hearts Beating Campaign

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Source: Times of India, April 28th 2010, page 1

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Annexure IIAnnexure IIAnnexure IIAnnexure IIAnnexure IIBillion Hearts Beating CampaignBillion Hearts Beating CampaignBillion Hearts Beating CampaignBillion Hearts Beating CampaignBillion Hearts Beating Campaign

Source: “Billion Hearts Beating: Campaign against Heart Disease”, http://www.billionheartsbeating.com/index.php


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Annexure IIIAnnexure IIIAnnexure IIIAnnexure IIIAnnexure IIICommunication Mix of Times of IndiaCommunication Mix of Times of IndiaCommunication Mix of Times of IndiaCommunication Mix of Times of IndiaCommunication Mix of Times of India

Source: Jain Nikunj, “Project – IMC Analysis for Times of India (Report 1)”, http://doc-0s-2c-docs.googleusercontent.com/docs/secure/ha0ro937gcuc7l7deffksulhg5h7mbp1/tpgkei36h8thfmmmkbln8ju44bu10nn4/

1274745600000/16630972171976487976/*/0B_3LL f fOqz9QZGM4YTU5MGMtMWEzMS00ODNjLTkxMDktNmM5MzlhY2M0Mjlk?e=open, September 26th 2009

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Annexure IVAnnexure IVAnnexure IVAnnexure IVAnnexure IVAd Campaigns of Times of IndiaAd Campaigns of Times of IndiaAd Campaigns of Times of IndiaAd Campaigns of Times of IndiaAd Campaigns of Times of India

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Source: Jain Nikunj, “Project – IMC Analysis for Times of India (Report 1)”, http://doc-0s-2c-docs.googleusercontent.com/docs/secure/ha0ro937gcuc7l7deffksulhg5h7mbp1/tpgkei36h8thfmmmkbln8ju44bu10nn4/

1274745600000/16630972171976487976/*/0B_3LLffOqz9QZGM4YTU5MGMtMWEzMS00ODNjLTkxMDktNmM5MzlhY2M0Mjlk?e=open, September 26th 2009

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