This World Heart Day, Narayana Health took an everyday condiment and gave it a life-saving twist. The healthcare provider rolled out a nationwide guerrilla marketing campaign titled “Check-up Sachets”, turning ordinary ketchup packets into tools for preventive heart care awareness.
Distributed with popular Indian snacks across food stalls and cafés in Tier-1 and Tier-2 cities, the sachets looked identical to regular ketchup packs. But inside, they carried a hidden message: “Cravings may come suddenly. Heart troubles don’t.” Each sachet also featured a QR code directing users to Narayana Health’s preventive health check-up booking page.
On the back, instead of ingredients, the sachets listed the “real recipe for a healthy heart”: physical activity, good sleep, balanced diet, hydration, stress control, and regular check-ups.
The creative activation generated buzz by bringing an important message into an everyday setting. Heart diseases are increasingly affecting younger Indians in their 30s and 40s, with lifestyle choices driving risks. Timely check-ups and small lifestyle changes can prevent many of these conditions — the exact reminder Narayana Health aimed to deliver through this playful campaign.
“Great ideas don’t always need billboards. Sometimes, they fit inside a ketchup sachet,” said Dr. Ashish Bajaj, Group CMO, Narayana Health.
“By turning ketchup into ‘check-up,’ we’ve made preventive healthcare part of daily life. If people never forget ketchup with their samosas, why forget a heart check-up?” added Abhishek Misra, Country Head – Brand & Marketing, Narayana Health.
Through Check-up Sachets, Narayana Health reinforced its message that preventive care doesn’t have to be complex — sometimes, it can fit in the palm of your hand.