Apollo Hospitals’ Billion Hearts Beating wins Campaign of the Year Award at the World Brand Congress 2010

New Delhi, November 2010

Billion Hearts Beating, the campaign against heart disease, has been among the GLOBAL AWARDS FOR BRAND EXCELLENCE, winning Best Marketing Campaign of the Year at the recently concluded World Brand Congress 2010, amidst fierce competition and a slew of entries from India and other parts of the world.

A global platform that engages the marketing elite on the emerging role of brands and the critical challenges they face, World Brand Congress 2010 saw the active participation of over 500 leading marketing professionals and a host of some of the world’s top brands.

The achievement, especially at such a prestigious event, speaks volumes about the campaign’s ability to inspire people to join the fight against heart disease. The campaign, spearheaded by none other than Apollo Hospitals’ Founder-Chairman, Dr. Prathap Reddy, will continue in its effort to educate people and elicit positive action.

Apollo Hospitals takes this opportunity to thank everyone associated with the campaign, and reaffirms its commitment to fighting heart disease.

About Billion Hearts Beating :

Studies over the last 60 years show an alarmingly high rate of coronary heart disease and premature heart disease among Indians.It is estimated that Indians are nearly four times more susceptible to heart attacks than Caucasians, with 25% of attacks happening to people under the age of 40 - unheard of in other populations.

While the problem has its roots in lack of regular physical activity, poor blood cholesterol levels, poor eating habits and stress, there is one more reason ; a genetic predisposition. Scientific research reveals that Indians are genetically more prone to heart disease, prompting research efforts to identify this mutant gene and neutralize it.Current research has identified 7 risk factors. These 7 together also present the solution, for if these risk factors are addressed, heart disease can be significantly reduced.

Communication, it was felt, was the key to addressing these risk factors and increasing general awareness about how heart disease could be countered.

Accordingly, Apollo Hospitals Group took the lead in launching a 360-degree campaign, articulated as ‘Billion Hearts Beating’, in partnership with The Times of India, in April 2010. The creative output included press and electronic media and on-ground activation.

The campaign achieved the critical mass in terms of engaging people to visit the website to take a pledge for a healthy heart. Contemporary messaging, easy-on-the-eye visuals and simplicity were the defining points in making the campaign effective and memorable.

Related links

• Profile of Apollo Hosptials Group 
• Heart surgery overseas