From “CP Mein BP” to “Kal Kyu Ji?”, Aashrivaad Salt Active Takes a Healthy Route into the Hearts of Delhi
National : If you’ve driven through Connaught Place this week, you may have done a double take on a giant hoarding that read: “CP mein high BP? This world heart day, bring home Aashirvaad Salt Active (15% lesser sodium).”
It’s one of several such boards going up across the capital with each one turning a neighbourhood’s own name into its own punchline. In Kalkaji, commuters are asked, “Kalkaji walo, kal kyu ji? Dil ka khayal aaj se rakho.”
According to NFHS-6, nearly one in three men and one in five women in Delhi have elevated blood pressure, while over half the city’s adults fall in the elevated blood pressure category. Excess sodium intake remains one of the most modifiable risk factors – which is exactly the conversation Aashirvaad Active Salt wants Delhi having.
Speaking about the initiative, Anuj Rustagi, Chief Executive, Staples Business, ITC Foods said, “Heart health is an important conversation, but often one that feels distant or clinical. We wanted Delhi to encounter it somewhere unexpected – on the very streets people cross every day. By drawing inspiration from places and references that Delhiites instantly recognise, we aimed to make the conversation around heart-friendly choices more approachable and memorable.”
The outdoor takeover is designed to catch commuters in moments of routine such as daily commutes, errands, and travel across the city — rather than in a doctor’s waiting room. By placing heart-health messaging inside a witty conversation about popular regions of Delhi the campaign turns an abstract health metric into a shareable, streetside moment.
Known for its lesser-sodium proposition, Aashirvaad Active Salt intends to champion mindful sodium consumption. With this World Heart Day activation, the brand moves beyond conventional awareness messaging, using wit and cultural familiarity to draw attention to a subject that affects millions of Indians. The product is available on quick commerce platforms like Blinkit, Flipkart Minutes, Swiggy and BigBasket
The hoardings will be up across popular places in Connaught Place, Kalkaji, Janakpuri, Shadipur, Defence Colony and Dilshad Garden through World Heart Day on September 29 — encouraging citizens across the capital to pause, smile, and perhaps think a little mindfully about their hearts.
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