MUMBAI: Madison Media has proved its might by winning a Gold at the festival of Media Asia-Pacific Awards held in Singapore last week. The agency won a Gold for its innovation for Saffolalife World Heart Day under the category ‘Public Service Award’.

To top it all, it also won a bronze for the same campaign under the category of ‘Best Launch Campaign’.

Madison Media SVP Shekhar Banerjee said, “The media strategy not only delivered strong uplift in mind measures but we are proud to say that we saved lives. Over 24 corporate houses encouraged their employees to go for the test and over 1.35 lac individuals finally took cholesterol test.”

For the record, World Heart Day (WHD), which falls on 29 September every year is a time when Saffolalife makes Indians wake up and take note of their heart health using disruptive media campaigns. With WHD falling on a weekday, the strategy was to influence the decision-makers of the organizations, to influence the decision-makers of the households into action and to get men to take a break from their busy life for their wives and take them for a free cholesterol test.