Kolkata: NatureFresh Acti Heart, the new extension of Cargill's Oils business in India's home-grown brand, NatureFresh, has come up with its maiden campaign *"#PooraKhayaal*", recently. Positioned as an oil, that gives complete heart care, NatureFresh Acti Heart aims at building awareness and educating people on the many heart ailments that exist today.
Interestingly, India is the heart issue capital of the world with over 60 per cent of the world's heart patients found in India. Consumers associate heart health with cholesterol reduction. A recent study has proven that cholesterol contributes less than 10 per cent of heart-related ailments.
Subin Sivan, Marketing Head, Cargill's oils business in India, said that a lot of the information and awareness around heart problems are limited to cholesterol reduction. NatureFresh Acti Heart's campaign #PooraKhayaal aims to shift the narrative from cholesterol reduction to complete heart care. Our goal to is enable consumers to question their current choice of cooking oils that only addresses cholesterol.