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Tag: Sagar Boke

  • TCH 2022: The art of telling authentic brand stories using content

    TCH 2022: The art of telling authentic brand stories using content

    Mumbai: There’s a lot of content available to consumers that is vying for their attention. Brands are finding it difficult to leave a deeper mark on the consumers’ minds with plain vanilla advertising. The mode of brand storytelling has evolved from 30 seconders and one-minute advertisements to creating owned media platforms and content to form an association with the consumer which lasts.

    Brands cannot jump blindly into the content-making exercise. First, one has to identify the brand purpose and where the brand is standing with its content. Content is a powerful way to increase the mind share of the brand but if executed poorly it can also go wrong.

    At the sixth edition of Viacom18 presents Indiantelevision.com’s The Content Hub Summit 2022 held on Wednesday leading marketers spoke about the role of content in their brand strategy. The session was joined by Dentu international The Story Lab country head Deepak, Godrej Industries and Associate Companies AVP corporate brand and communications Michelle Francis, GroupM India head – branded content and Wavemaker India chief content officer Karthik Nagarajan, Tata Consumer Products head shoppers and customer marketing Sagar Boke, PhonePe director and head of brand marketing Ramesh Srinivasan and OPPO India chief marketing officer Damyant Singh Khanoria. The session was moderated by Viacom18 head branded content Vivek Mohan Sharma.  

    The industry event is co-powered by Applause Entertainment and IN10 Media Network. Aaj Tak Connected Stream is the association partner. Industry partners are Fremantle India, Hill+Knowlton Strategies, One Take Media, Pratilipi, Pocket FM and The Viral Fever. The Indian Motion Pictures Producers’ Association (IMPPA) is our community partner.  

    “We have a smartphone launch every second week. When you need to make the consumer realise the unique features of each product there’s a lot of content creation that needs to happen,” remarked OPPO’s Damyant Singh Khanoria. “We solved this problem by enabling creation in the larger community of creators and influencers.”

    Another aspect that OPPO realised was to stop looking at its brand ambassadors as celebrities who are endorsing a product but rather as actors to leverage in a storytelling narrative.

    “I think it is important to have a healthy appetite for risk as a brand. We started commissioning projects that break the artificial boundaries of how we advertise,” said Khanoria.

    OPPO had partnered with the infotainment channel National Geographic to create a series called OPPO Superfactories that turned out to be an excellent piece of branded content, he added. “We want content to be natural and authentic to our brand. An ad is no longer about showing a consumer visiting a store, asking about a product in a three-minute film.”

    When Godrej wanted to change its perception to be associated with lifestyle, the challenge, observed Godrej’s Michelle Francis, was that it was perceived as a legacy brand that had been around for many decades. “We thought that we needed to build a community that would advocate for the lifestyle brands of the Godrej group. That’s how we came up with Godrej L’affaire.”

    The platform launched a nine-episode web series with actor and comedian Jamie Lever with a seamless integration of Godrej brands. “The content was so authentic that it did not look at branded content in terms of integration,” said Francis.

    Whether a brand decides to create its own content is not an either, or question, explained Tata Consumer Products Sagar Boke. He believes it depends on the object and life cycle of the brand. There are advantages to branded content which takes a bit more time to build but connects deeply with the audience. “If you want to build a community around your brand, there’s nothing better than building your own content,” he said. “If you use someone else’s content or a celebrity, it is not going to work.”

    Boke further said that if data is part of a brand strategy, then building your own platforms makes a lot of sense to gather first party data on your consumer.  This helps the brand create more targeted and sharper advertising communication.  

    PhonePe’s Ramesh Srinivasan concurred with Boke stating “As a brand we’re trying to cater to India at large. That means we need to be placed where India is in terms of culture. Branded content captures the consumers’ mind space when they want to consume communication. It creates the right context which is key.”

  • Madison World helps Tata Salt bring alive Mahatma Gandhi’s principles of clean India

    Madison World helps Tata Salt bring alive Mahatma Gandhi’s principles of clean India

    MUMBAI: Madison World units, Platinum Outdoor and Madison Media for their client Tata Salt, helped bring alive Mahatma Gandhi’s vision of a clean India on his 150th birth anniversary. An interactive installation with an inbuilt video with Mahatma Gandhi’s voice was displayed on MG Road in Mumbai asking an important question – We walk on Mahatma Gandhi Road every day, but do we really walk on Bappu’s path?

    With the brand’s position of ‘Desh Ki Sehat, Desh ka Namak’ being closely woven with Gandhi’s Salt Satyagraha, Tata Salt had set up an interactive installation that reminded people of Gandhi’s saying ‘Be the change you wish to see’. The campaign also builds on government’s ‘Swachata Hi Seva 2019’ campaign initiated as part of the ‘Swach Bharat Abhiyan’ initiative.  

    The innovation was further amplified on TV news media.

    Tata Chemicals Ltd head – marketing, consumer product business Sagar Boke said, “Tata Salt has always stayed true to its credo of ‘Desh ki Sehat, Desh Ka Namak’ and this initiative is our homage to the Father of the Nation. As the nation progresses to fulfil Mahatma Gandhi’s dream of cleanliness, this unique installation will bring alive the Mahatma’s thoughts and words on cleanliness and sanitation. People will be able to interact with images and sounds to truly understand the Mahatma’s dream of total sanitation for all and the importance of not just personal but also public hygiene. Just as nutrients like iodine are important to good health, good hygiene and sanitation are just as critical, and we hope the #BapuReminder initiative will instill in each one the aspiration to be a torchbearer for Swach Bharat Abhiyan.”

    Madison Media & OOH partner & group CEO Vikram Sakhuja said, “Tata Salt is a brand that has always stood for a larger purpose and a better future. We couldn’t be happier that we’re associated with a brand that is making a difference through household items and contributing to improve the environment.” 

  • Tata Salt uses salt art to support Indian athletes at 2018 Asian Games

    Tata Salt uses salt art to support Indian athletes at 2018 Asian Games

    MUMBAI: Tata Salt, one of the most trusted and loved brands in the country, through an innovative form of salt art paid rich tributes to the nation’s heroes while calling for support to Indian athletes in the Asian Games that started on 18 August in Jakarta.

    Celebrating India’s progress since independence, laurels in sports and commemorating India’s 72nd Independence Day, the salt art artistically encapsulates India’s growth story by highlighting a few of its defining moments.

    What makes this initiative special is the connect between the magical art and the brand through the usage of salt metaphor ‘Namak Ke Waastey’. The rendition of these remarkable milestones was carried out using Tata salt by artist Nandakishor Nana Tatar.

    The salt art video tagged as #NamakKeWaastey has already garnered over 2 million views on Facebook and YouTube in a day. It has received over 7k tweets and was trending at number 1 spot nationally on Twitter on 15 August. It was also shared by Mary Kom, Indian Olympic boxer and Geeta Phogat, a freestyle wrestler who won India’s first ever gold medal in wrestling at the Commonwealth Games in 2010 on their social handles.

    The video begins with the iconic speech of Pandit Jawaharlal Nehru and proceeds to highlight critical moments like the green revolution, wars, the launch of Aryabhata, and the nation’s achievements in sports. The salt art tribute was not only about reminiscing India’s glorious past, but also urging the nation to come together and support the Indian athletes participating in the upcoming Asian Games #NamakKeWaastey

    Tata Chemicals head of marketing for consumer product business Sagar Boke says, “Tata Salt is widely christened as “Desh Ka Namak”. Reaching over 6 million households, Tata Salt has always been a harbinger of societal progress. Over the years, the brand Tata Salt has carved a very strong proposition for itself. Basis this proposition and the history of Tata Salt brand, the brand purpose of Tata Salt is simply stated as ‘unlock the individual potential to unlock nation’s performance.’ This purpose has been a driving force for all the activities we take up. Through this unique salt art, we urge the nation to come together and support the Indian Athletes participating in the upcoming Asian Games.”

    The video has been conceptualised and developed by Ogilvy, Mumbai.

  • FOODFOOD announces veeba cook off powered by Daawat Basmati Rice and Tata Sampann

    FOODFOOD announces veeba cook off powered by Daawat Basmati Rice and Tata Sampann

    MUMBAI: Cooking doesn’t get tougher than this! FOODFOOD Pro an initiative of FOODFOOD, India’s premier 24×7 Food and Lifestyle channel is proud to announce an intense and exciting eleven – episode series, VEEBA COOK-OFF, a challenge, that is purely ‘By the Professionals and For the Professionals’. This high-octane 30-minute show will be a pure adrenaline rush for cooking enthusiasts.

    The objective is to find the best chefs for India’s hotel and restaurant industry. The contestants will have to beat-off their peers in an extremely tough competition by sheer creativity, skills and a determination that seriously pushes them to their culinary limits. The winner will be selected on the basis of Talent, Technique and Taste.

    What sets apart ‘Veeba Cook-Off’ from regular cooking shows is that there will be a winner in every episode as opposed to a single one every season. Each episode will feature a new set of young and talented to-be-chefs picked, after an intense talent search, from across India’s most prestigious culinary schools and they will be competing with each other.

    The judges are India’s leading authority on food, Padmashri awardee Master Chef Sanjeev Kapoor and popular host of Mummy ka Magic show, Amrita Raichand. Joining Sanjeev and Amrita on different episodes as judges include Perizaad Zorabian, Sharad Kelkar, Kunal Vijaykar, Hariharan, Anurag Katriar (Owner of Degustibus), Renuka Shahane, Rajesh Bharadwaj (owner of Junoon, An 8 time Michelin starred restaurant in New York).

    Speaking about the new series, Sanjeev Kapoor said, “The concept of Veeba Cook Off is the first-ever in India, with a twist to regular cooking competitions. A real cooking show that is ‘Of the chefs, For the chefs’, it has professionally trained Trainee Chefs competing who would be absorbed by the industry soon. The series will test skill, commitment and their ability to cook and innovate the very best food at the highest end of the culinary spectrum in a limited time.” 

    Sanjeev further added, “The twist is secret ingredients, innovative recipes, quick action and a heart filled with desire to beat the challenge. Cooking, for me, is definitely more than a job, it’s a way of life! I love to pass on knowledge to young chefs and what better than to devise a series that gets them to compete, be under scrutiny and learn from India’s best Chefs.”

    Speaking about the association, Veeba, Founder and Managing Director, Viraj Bahl said, “Our strong focus on innovation and our obsession to bring out only the best, led to our partnership with FOODFOOD to present a one-of-its-kind cookery show, Veeba Cook Off. Indian Chefs are becoming a force to reckon with globally and we are hopeful that under Chef Sanjeev Kapoor’s guidance and mentorship, we will be able to discover fresh talent who will go on to become game changers in the food industry.”

    Daawat, CEO, Vivek Chandra said, “With Chef Sanjeev Kapoor as Daawat brand’s ambassador, for almost a decade, Daawat has always been very close to the Food Service fraternity. Young Chefs are the future of our Food Service industry and they should be given enough platforms to succeed. Participation in this show is our commitment towards this endeavour.”

    Tata Chemicals Ltd. stated, Head- Marketing, Consumer Product Business, Mr. Sagar Boke, “Veeba Cook Off is a platform where professional chefs are challenged to test their skill sets. Similarly, at Tata Sampann, we challenge ourselves to provide foods that are nourishing, wholesome and retain their natural goodness & taste. We continuously strive to innovate on the delivery formats, minimise processing & offer wholesome food products.”

  • Tata Salt promotes fitness in women through digital campaign

    Tata Salt promotes fitness in women through digital campaign

    MUMBAI: Tata Salt Lite has associated with the sixth edition of Colors Pinkathon in Mumbai. The run encourages women to adopt and promote fitness and health while creating awareness for breast cancer, bone health, thyroid disorder and other issues relating to women’s health.

    Through the 10 km run, Tata Salt Lite reinstates the importance of taking control of one’s own health and nurturing oneself. As a part of the brand’s association with Colors Pinkathon, Tata has launched its #GoActive campaign through two digital films. The campaigns created by Ogilvy Mumbai inspire every woman, irrespective of her societal and financial status, to commit to an active lifestyle and take up running.

    Ogilvy Mumbai senior vice president planning Anirban Roy says, “No matter how you run, where you run, when you run and from what you run, we believe our work will inspire women to adopt an active lifestyle. In an age when most brands struggle to get past her attention wall, it is an honest effort by a brand that has been championing societal health and well-being for decades.”

    Tata Chemicals head marketing consumer products business Sagar Boke adds, “The first step in empowerment is taking control of one’s own health and nurturing oneself. By virtue of associating with Pinkathon, Tata Salt Lite seeks to motivate women to run for their health, regardless of what society dictates. Tata Salt Lite, a low sodium salt, is ideal for people who seek an active lifestyle. With the Pinkathon association, we not only hope to strengthen the brand’s health credentials but also create a strong emotional connect with its consumers.”

  • ‘Indians know little about India’s Olympic quest at Rio’ says Tata Salt’s survey

    ‘Indians know little about India’s Olympic quest at Rio’ says Tata Salt’s survey

    MUMBAI: 40 per cent under the age of 30 believe India stands a chance to win an Olympic medal for Cricket; 48 per cent of the people surveyed believe that India has hosted the Olympic Games in New Delhi and 87 per cent of women under 30 years wish to have chosen being an Olympic sportsperson as a career, over being film stars and entrepreneurs — these are some of the findings made by Tata Salt’s ‘Namak Ke Waastey’ survey that was conducted to gauge the Olympic quotient of Indians in the run-up to Rio Olympics 2016.

    The nationwide survey is one of the initiatives under the ‘Namak ke Waastey’, which is aimed at catalysing conversations and generating mass support for Indian Olympians headed to Rio.

    Tata Salt ‘Namak ke Waastey’ survey reveals India’s fascination with its favourite sport with around 40% men and women under the age of 30 believing that India stands a chance to win the medal for cricket, which isn’t even an Olympic sport! On the other hand, only 14% of those surveyed pin their medal hopes on shotput, while boxing and wrestling have secured support from 30% and 40% respondents respectively. Call it the effect of a recently released Bollywood movie or just their new found admiration for the strenuous sport, but wrestling seems to be reigning among Indian women. Almost 60% of women have chosen wrestling as the sport that could get India its Olympic medal.

    The survey however paints a surprisingly different picture when it comes to aspirational career choices. 87% of women and 69% men under 30 years of age would have wished to be an Olympian sportsperson, overriding popular career options such as writer, film star/ rock musician/ rock/pop star and entrepreneur. It is noteworthy to mention that nearly 75% of the total respondents under 30 years chose Olympic sportsperson as an aspirational career if given a choice. These results clearly demonstrate that India is a hotbed of young sports aspirants.

    Speaking on the results of the survey,Tata Chemicals Ltd. (Consumer Products Business) marketing head Sagar Boke said, “The purpose of conducting the Tata Salt ‘Namak ke Waastey’survey, was to gauge the Olympic sentiment among Indians and is an initiative to connect effectively with the audience. The survey findings throw light on various facts that us Indians are ignorant of, from whether Olympics has ever been held in India to cricket being an Olympic sport! Though Indians seems to be ignorant about the Olympic Games and our athletes in general, the surprising and positive highlight of the survey is that if given a choice, maximum number of them want to be Olympic sportspersons. India is indeed brimming with sporting talent, just waiting to be explored. The ‘Namak ke Waastey’ campaign has been crafted with this very purpose in mind – first, to create a genuine platform for the Indian Olympians in general which brings forth their struggle, passion and indomitable spirit thus educating the masses on what goes on behind the scenes and second, to catalyze conversations and bring about unity in our support for them.”

    Finally, the most shocking insight was the answer to the question whether India has ever hosted the Olympic Games, where 48% of the people surveyed answered in the affirmative, stating that they were held in New Delhi. In fact, the only international multi-sport event held in Indian was the 2010 Commonwealth Games whereas in 2015 it was agreed that 2024 is too early for India to bid for hosting the Olympic Games.

    India is sending its largest ever delegation to the Rio Olympics 2016 and in an effort to garner mass support for the Indian athletes, Tata Salt tied up with the India Olympics Association (IOA) as a proud sponsor of the Indian Olympics contingent. The brand is dedicated to generating awareness about less sensational sports and winning mass support for players representing the nation at Rio this year. ‘Namak ke Waastey’ is a step forward in Tata Salt’s journey of augmenting consumer trust over the years, through innovative brand building and distinctive campaigns. While the campaign brings forth their stories of hard work, determination, hope and most of all, the pride of representing India at the Olympics, the objective is to spark the change from indifference to mass support amongst a nation of 1.2 billion people.

  • ‘Indians know little about India’s Olympic quest at Rio’ says Tata Salt’s survey

    ‘Indians know little about India’s Olympic quest at Rio’ says Tata Salt’s survey

    MUMBAI: 40 per cent under the age of 30 believe India stands a chance to win an Olympic medal for Cricket; 48 per cent of the people surveyed believe that India has hosted the Olympic Games in New Delhi and 87 per cent of women under 30 years wish to have chosen being an Olympic sportsperson as a career, over being film stars and entrepreneurs — these are some of the findings made by Tata Salt’s ‘Namak Ke Waastey’ survey that was conducted to gauge the Olympic quotient of Indians in the run-up to Rio Olympics 2016.

    The nationwide survey is one of the initiatives under the ‘Namak ke Waastey’, which is aimed at catalysing conversations and generating mass support for Indian Olympians headed to Rio.

    Tata Salt ‘Namak ke Waastey’ survey reveals India’s fascination with its favourite sport with around 40% men and women under the age of 30 believing that India stands a chance to win the medal for cricket, which isn’t even an Olympic sport! On the other hand, only 14% of those surveyed pin their medal hopes on shotput, while boxing and wrestling have secured support from 30% and 40% respondents respectively. Call it the effect of a recently released Bollywood movie or just their new found admiration for the strenuous sport, but wrestling seems to be reigning among Indian women. Almost 60% of women have chosen wrestling as the sport that could get India its Olympic medal.

    The survey however paints a surprisingly different picture when it comes to aspirational career choices. 87% of women and 69% men under 30 years of age would have wished to be an Olympian sportsperson, overriding popular career options such as writer, film star/ rock musician/ rock/pop star and entrepreneur. It is noteworthy to mention that nearly 75% of the total respondents under 30 years chose Olympic sportsperson as an aspirational career if given a choice. These results clearly demonstrate that India is a hotbed of young sports aspirants.

    Speaking on the results of the survey,Tata Chemicals Ltd. (Consumer Products Business) marketing head Sagar Boke said, “The purpose of conducting the Tata Salt ‘Namak ke Waastey’survey, was to gauge the Olympic sentiment among Indians and is an initiative to connect effectively with the audience. The survey findings throw light on various facts that us Indians are ignorant of, from whether Olympics has ever been held in India to cricket being an Olympic sport! Though Indians seems to be ignorant about the Olympic Games and our athletes in general, the surprising and positive highlight of the survey is that if given a choice, maximum number of them want to be Olympic sportspersons. India is indeed brimming with sporting talent, just waiting to be explored. The ‘Namak ke Waastey’ campaign has been crafted with this very purpose in mind – first, to create a genuine platform for the Indian Olympians in general which brings forth their struggle, passion and indomitable spirit thus educating the masses on what goes on behind the scenes and second, to catalyze conversations and bring about unity in our support for them.”

    Finally, the most shocking insight was the answer to the question whether India has ever hosted the Olympic Games, where 48% of the people surveyed answered in the affirmative, stating that they were held in New Delhi. In fact, the only international multi-sport event held in Indian was the 2010 Commonwealth Games whereas in 2015 it was agreed that 2024 is too early for India to bid for hosting the Olympic Games.

    India is sending its largest ever delegation to the Rio Olympics 2016 and in an effort to garner mass support for the Indian athletes, Tata Salt tied up with the India Olympics Association (IOA) as a proud sponsor of the Indian Olympics contingent. The brand is dedicated to generating awareness about less sensational sports and winning mass support for players representing the nation at Rio this year. ‘Namak ke Waastey’ is a step forward in Tata Salt’s journey of augmenting consumer trust over the years, through innovative brand building and distinctive campaigns. While the campaign brings forth their stories of hard work, determination, hope and most of all, the pride of representing India at the Olympics, the objective is to spark the change from indifference to mass support amongst a nation of 1.2 billion people.

  • Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    MUMBAI: Tata Salt, a pioneer in the Indian branded salt market, today kicked off celebrations at the Puri Jagannath Ratha Yatra 2016. A mass pilgrimage of faith, the world renowned festival takes place every year at Puri, the temple town in Odisha typically during the month of July, which is one of the hottest months of the year. Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt has launched an innovative campaign called ‘Sehat ki Chuski’ in order to provide energy to pilgrims visiting Puri for the Jagannath Ratha Yatra.

    The pilgrim town is thronged by devotees to witness the divine procession over a 1.5 kilometre stretch, where the heat can be unbearable for most. Identifying this need, Tata Salt ideated an easy to consume real time solution to keep pilgrims cool and energised during the festival, thereby combatting dehydration. Catering to more than 1 lakh pilgrims, Tata Salt will be seen distributing special “Energy Pops”, a handy energy ice bar made up of Tata Salt, lemon, sugar and purified water which will help replace the lost salt content and improve absorption of water in the body thus preventing the pilgrims from getting dehydrated. This mobile on- ground activation will take place at key touchpoints of the main Yatra road, where the pilgrims assemble in mass and a customised Tata branded cart will be used for the distribution of energy pops.

    Speaking on the innovation, Tata Chemicals Consumer Products Business head marketing Sagar Boke stated, “India is a land of diverse cultures and festival. The Puri Yatra is one such festival where people travel from various parts of the world to witness the Yatra and celebrate. We wanted to create a moment of experience around this occasion that goes beyond product sampling, through unique product interventions. Providing energy bars that use Tata Salt as an ingredient is one such step. This will not only create a contextual product experience, but also make the consumers’ Yatra experience more pleasant. We hope that this activity will create a strong emotional connect amongst our consumers,”

    Also known as the Festival of Chariots, Puri Jagannath Ratha Yatra is the oldest Rath Yatra taking place in India and the World, having been celebrated for more than five thousand years.

  • Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    MUMBAI: Tata Salt, a pioneer in the Indian branded salt market, today kicked off celebrations at the Puri Jagannath Ratha Yatra 2016. A mass pilgrimage of faith, the world renowned festival takes place every year at Puri, the temple town in Odisha typically during the month of July, which is one of the hottest months of the year. Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt has launched an innovative campaign called ‘Sehat ki Chuski’ in order to provide energy to pilgrims visiting Puri for the Jagannath Ratha Yatra.

    The pilgrim town is thronged by devotees to witness the divine procession over a 1.5 kilometre stretch, where the heat can be unbearable for most. Identifying this need, Tata Salt ideated an easy to consume real time solution to keep pilgrims cool and energised during the festival, thereby combatting dehydration. Catering to more than 1 lakh pilgrims, Tata Salt will be seen distributing special “Energy Pops”, a handy energy ice bar made up of Tata Salt, lemon, sugar and purified water which will help replace the lost salt content and improve absorption of water in the body thus preventing the pilgrims from getting dehydrated. This mobile on- ground activation will take place at key touchpoints of the main Yatra road, where the pilgrims assemble in mass and a customised Tata branded cart will be used for the distribution of energy pops.

    Speaking on the innovation, Tata Chemicals Consumer Products Business head marketing Sagar Boke stated, “India is a land of diverse cultures and festival. The Puri Yatra is one such festival where people travel from various parts of the world to witness the Yatra and celebrate. We wanted to create a moment of experience around this occasion that goes beyond product sampling, through unique product interventions. Providing energy bars that use Tata Salt as an ingredient is one such step. This will not only create a contextual product experience, but also make the consumers’ Yatra experience more pleasant. We hope that this activity will create a strong emotional connect amongst our consumers,”

    Also known as the Festival of Chariots, Puri Jagannath Ratha Yatra is the oldest Rath Yatra taking place in India and the World, having been celebrated for more than five thousand years.

  • Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    MUMBAI: Tata Salt has launched its 360 degree communications and marketing campaign, which talks about “Desh ki Rag Rag mein Iron.” Along with a TVC, the campaign has been launched across print, innovative outdoor, radio, on ground activation as well as an integrated marketing plan. The brand has partnered with FCB Ulka for the creation of this new campaign.

    The new Tata Salt Plus TVC is anchored by women who, through unfailing perseverance, do their best both at home and in their professions. They are driven and want to make a difference to the lives around them. They are inspiring and symbols of hope and motivation to a nation that wants to be seen as modern and progressive. Produced by Firecracker and shot by Sujoy Ghosh, the TVC shows a day in the life of what turns out to be a metro pilot. She represents millions of women who are breaking new grounds to multitask and balance homemaking with successful careers in a rising India.

    While the brand tagline of ‘Desh ka Namak’ has resonated with consumers over the past few decades, the brand takes one step forward with this campaign towards its mission of being health keepers of the nation and providing healthy and nutritious product offerings.

    Speaking on the campaign launch, Tata Chemicals consumer products business marketing – head Sagar Boke said, “Tata Salt Plus, complete with Iron & Iodine, is the very embodiment of our company’s vision of serving society through science. Our new campaign focuses on communicating the importance of iron in everyday lives to our consumers, especially to women. Lack of iron significantly hinders your capacity to stay active – and to women who balance many roles in life, staying fit and active is very critical. This was the consumer insight around which the campaign has been woven. Through this campaign, we will be targeting our consumers through multiple platforms, both online and offline, to multiply reach and magnify impact.”

    FCB ULka CEO Nitin Karkae added, “Tata Salt is an iconic brand and ‘Desh Ka Namak’ is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new iron fortified salt with ‘Desh Ka Namak,’ which led to the creation of ‘Desh Ki Sehat, Desh Ka Namak,’ and the TVC that is about empowering the new women of India.”