Mumbai/Delhi: Tata Salt, a pioneer in the Indian branded salt market, today launched its new campaign, ‘Sawaal Kijiye Apne Namak Se’ to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt usage is universal and at the core of food, there is limited knowledge around the quality of salt and its impact on health.
Taking forth the brand’s core promise, ‘Desh ki Sehat, Desh Ka Namak’, Tata Salt reinstates its commitment towards societal health and well-being. Moving towards building a stronger narrative on health, the new campaign aims to bring forth the evaluation criteria for better-quality salt and establish the superiority of Tata Salt through simple-to-understand demonstrations. The campaign ‘Sawaal Kijiye Apne Namak Se’ talks about the functional attributes of salt and its key quality markers, and, through this, aims to reinforce brand loyalty amongst its core consumers. Tata Salt, over the years, has created a strong emotional connect with its property, ‘Desh Ka Namak’ and will continue to build on this.
The campaign’s TVC, conceptualized by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists. The TVCs are meant to astonish consumers and give them a reality check about their salt. Designed as a series, each of the TVCs have been shot to communicate specific product characteristics and quality markers with strong legs in digital, radio, experiential. The various phases of the campaign will highlight quality and purity as the key factors that consumers should consider whilst purchasing salt.
Speaking on Tata Salt’s new communication campaign with a focus on health, Ms. Richa Arora, Chief Operating Officer (CPB), Tata Chemicals Ltd stated, “Salt is an irreplaceable ingredient in cooking and hence it is important to ensure that the salt you use is pure and good for you. The need of the hour is to address the lack of awareness around the key quality markers of salt. Through this campaign, we aim to encourage people to test the purity of their salt through simple experiments. Having played a pioneering role in the salt iodization movement in the country, we are committed to educating our consumers and providing them with the best quality products.”
Speaking on the campaign, Mr. Sukesh Nayak, Group Creative Director, Ogilvy and Mather India stated, “The campaign had to urge consumers to question the purity of their salt. We took simple tests and demonstrated them in a memorable way, so that people can easily replicate them at home.”
Tata Salt has been consistently ranked as the Most Trusted Food Brand in the country. With ‘Sawaal Kijiye Apne Namak Se,’ the brand takes a step forward towards educating the consumers and helps them make a better choice.
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