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Tag: Tata Salt

  • Tata Tea Gold paints Pujo golden with 10 art-led festive packs in Bengal

    Tata Tea Gold paints Pujo golden with 10 art-led festive packs in Bengal

    MUMBAI: If Bengal’s Durga Puja is a painting in motion, then Tata Tea Gold has just framed it in gold. This festive season, the brand has launched a dazzling campaign Banglar Shilpi Shojjito Pujo featuring 10 limited-edition tea packs designed by celebrated Bengali artists, each capturing a different ritual of the five-day celebration.

    The packs are more than packaging, they are canvases. From the thunder of the dhaak on Shashti to the swirling smoke of the dhunuchi dance on Nabami and the sindoor-smeared joy of Dashami, every pack is a stroke of nostalgia. Artists like Goutam Sarkar (acrylic realism), Gopal Naskar (myth-meets-modern pastels), Gourab Kundu (fluid watercolours), Anjan Bhattacharya (rich oils), and Joyeeta Bose (digital magic) have each lent their craft, creating a collectible series that doubles as an ode to Bengal’s artistic soul.

    The campaign extends beyond shelves. A special festive TVC opens with a steaming cup of Tata Tea Gold in a Bengali household before the vapour spirals into colours that paint vibrant pandals, neighbourhoods, and rituals across West Bengal. Every transition becomes art itself with the film ending on the evocative line: “Banglar Pujo Ek Sonar Chhobir Mawto” (Bengal’s Pujo is nothing short of a golden painting).

    “Durga Puja is not just a festival; it is an emotion that binds Bengal,” said Tata Consumer Products president for packaged beverages India & South Asia Puneet Das. “This year, by collaborating with local artists, we’ve brought those emotions alive on every pack, making Pujo feel as personal as it is collective.”

    The initiative builds on Tata Consumer Products’ vast consumer base of 275 million Indian households and its wide portfolio from Tata Tea and Tetley to Tata Salt, Sampann, Soulfull and Ching’s Secret. With a consolidated turnover of Rs. 17,618 crore, the company is betting on art and authenticity to deepen its festive connect.

    This Durga Puja, tea breaks in Bengal may just feel like gallery visits, cups steeped not only in flavour but also in festival, memory, and art.

  • Salt with a side of sass Tata Salt revives its jingle with a sharp twist

    Salt with a side of sass Tata Salt revives its jingle with a sharp twist

    MUMBAI: Who knew a kitchen staple could hit all the right notes again? Tata Salt has turned up the flavour and the feels with a tuneful comeback. India’s No.1 iodised salt brand has rolled out a fresh take on its popular ‘Namak ho Tata ka… Tata Namak’ campaign, adding a modern spin to the jingle that once ruled Indian kitchens and TV sets alike. The reboot, a melodic mash-up of nostalgia, science, and family life packs in eight slice-of-life films with one unmissable message: iodine isn’t just essential, it’s brain food.

    Conceptualised by Ogilvy, the campaign brings back the catchy 80s-era jingle, now woven into lullabies, classrooms, wedding rituals and even kitty parties celebrating how Tata Salt quietly sharpens young minds across generations and geographies.

    “The jingle is a bridge between past love and present relevance,” said Tata Consumer Products president for packaged foods Deepika Bhan. “It’s not just salt. It’s Desh ka Namak, a promise of quality, trust and purpose that’s lasted four decades.”

    From a teacher humming it mid-lesson to a bride shedding a tear to its tune, the films reflect India’s cultural and linguistic diversity, Hindi heartlands, expressive Bengali families, and grounded Marathi homes. Whether it’s a mum feeding her child or a wedding caterer prepping a feast, Tata Salt is there, understated yet vital.

    Anurag Agnihotri chief creative officer Ogilvy added, “We took our iodine story, dressed it in 80s flair, and sent it dancing through vidaais, classrooms, and kitty parties. It’s a love letter to golden-age advertising, reimagined for today’s India.”

    The first four films were unveiled during the IPL, with the rest rolling out soon proving that when it comes to brand recall, sometimes all it takes is a pinch of salt and a perfectly pitched tune.

    Because if it’s Tata ka namak, it’s not just edible, it’s unforgettable.

  • Tata Salt revives iconic jingle in ‘Desh Ka Namak’ campaign

    Tata Salt revives iconic jingle in ‘Desh Ka Namak’ campaign

    Mumbai: Tata Salt, a pioneer and market leader in India’s branded iodised salt segment, has launched a unique campaign that breathes new life into its iconic jingle, ‘Namak ho Tata ka, Tata Namak’. The multi-asset campaign celebrates the brand’s ubiquity as ‘Desh Ka Namak’, resonating with the youth and also capturing the pulse of India. It offers a new outlook with a fresh spin to the jingle while retaining its timeless signature tune.

    The 2.0 version of ‘Namak ho Tata ka, Tata Namak’ jingle promises its consumers an element of surprise and delight; it also introduces a refreshed perspective on its enduring presence in households across India. Conceptualized by Ogilvy, the campaign includes a series of 11 light hearted yet quick-witted films showcasing the jingle’s presence in various moments of a consumer’s daily life, therefore making it an omnipresent ‘Desh ka Namak’ brand.

    Through these innovative immersive experiences, Tata Salt, one of the most loved brands in the country, aims to build a deeper connection with its consumers across generations and establish itself as a brand that resonates with the values and aspirations of today’s audience.

    Commenting on the campaign, Tata Consumer Products president, packaged foods – India Deepika Bhan said, “Tata Salt is one of India’s most trusted and responsible brands. Its legacy as ‘Desh Ka Namak’ spans more than 40 years. The new campaign featuring its iconic jingle, which took birth in the 1980s, doffs a hat to the enduring appeal of the brand and its ability to evolve with the times. With this initiative, we also aim to deepen our connection with our audience and reinforce Tata Salt’s commitment to be part of their lives, promoting health and happiness.”

    Ogilvy managing partner, creative (West) Anurag Agnihotri said, “For most of our country, salt means Tata Salt. And Tata Salt means trust. It is a bond built on love. The new ‘Desh ka Namak’ campaign gives back the same love and trust that people place on a legacy, iconic brand. We put one of the most loved Tata Salt tunes back in people’s life, in moments that are as everyday as the salt itself. A movie scene, a cat, an election rally and such things. We hope everyone likes the new ‘Desh ka Namak’ campaign and loves the brand the way they always have.”

    As a pioneering brand, Tata Salt’s unwavering commitment to quality and customer satisfaction has made ‘Desh ka Namak’ one of the most loved brands. It not only sets the standard for purity of salt in the country, but also advocates for combating iodine deficiency across the nation.

  • 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’s ‘Maulichi Savali – Mother Nature’s Compassion and Care’ urges devotees to sow seeds of positive change

    Tata Salt’s ‘Maulichi Savali – Mother Nature’s Compassion and Care’ urges devotees to sow seeds of positive change

    MUMBAI: Tata Salt in a unique initiative, living up to Tata Salt’s claim of being ‘Salt of the nation’, addressed the issue climate change by making 1.5 million devotees towards Pandharpur sow the seeds of positive change. Tata Salt engaged the Yatris in the act of compassion towards Mother Nature as they planted saplings for a greener progressive tomorrow while marching towards the holy journey of Pandharpur.

    As the climate clock ticks away, the temperature has increased significantly, which includes Maharashtra at a rate of +0.02 degree Celsius per year.  As per government of Maharashtra forest statistics, forests are reducing every year across Pune, Satara and Solapur that fall under the Pandharpur Yatra Route making it a perfect platform for Tata’s initiative Maulichi  Savali – Mother Nature’s Compassion and Care.

    Keeping this in mind, Tata Salt takes a step to address this issue by planting ten thousand trees across 250 km stretch of the holy Pandharpur Yatra route. This will in future make the yatra of Pandharpur devotee’s greener and soothing, who brave all weather conditions, to complete their 700-year-old traditional pilgrimage by foot. Moreover, making Maharashtra greener and progressive for the years to come.

    On average, the Warkaris walk about 40 to 50 km every day and most of them are aged people coming from remote areas of Maharashtra and Karnataka. Warkaris and villagers planted the saplings along with the Sarpanch of the villages, where they halted during their journey. These trees included- Oak, Gulmohar, Badam, Neem, Rantaka and Bagul, which grows faster and are not consumed by animals. Tata Salt will supply water to these saplings at an interval of every 15 days for a period of three years. It has also connected with the sarpanch of the village to ensure these trees in their village are protected and taken care of so that they don’t wither off.

    In addition to providing shade to thousands of devotees, Tata Salt is also supporting the villagers by offering a certain amount of salt every month for their daily usage. Also to keep the devotees hydrated throughout their journey, Tata salt served them energy shots in biodegradable cups. This initiative which began on 7 July will continue till 17 July for a period of 10 days in Indapur, Akluj, Borgaon, Wakhari, Velepur, Malshiras, Lonand, Taradgaon, Nimgaon Ketki and across Pune and Solapur.

    Speaking on the initiative, Tata Chemicals Ltd head – marketing, consumer product business Sagar Boke said, “Sustainability is central to the core values we adhere to in the Tata group. This initiative is our small step towards contributing to the environment and to provide shade to the pilgrims who undertake this long physically challenging journey. We thank all the participants and volunteers, who have taken part enthusiastically in this event and made this a success.”

    Speaking on the campaign,  The Brand Brewery (The agency that conceptualised and executed the campaign) founder and MD Pradyumn Tandon said, “We at TBB always strive to give  effective and innovative campaign ideas to our clients, ensuring seamless product integration, but this time it was executed with a cause while taking the beacon of greener growth for a cleaner future. It’s a delight to work for brands like Tata Salt who are equally enthusiastic to promote innovative methods of marketing while adding real value in the lives of people.”

  • 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.

  • Tata urges people to question their Salt

    Tata urges people to question their Salt

    MUMBAI: Tata Salt has 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 is universal and one of the oldest food seasonings, there is limited knowledge about the quality of salt and its impact on health.

    The TVC, conceptualised by Ogilvy and Mather, stars Konkona Sen Sharma and Tilottama Sharma as the protagonists. Designed as a series, each TVC has been shot to communicate specific product characteristics and quality markers with strong legs in digital, radio and experiential. The phases will highlight quality and purity as the key factors that consumers should consider whilst purchasing salt.

    Ogilvy West chief creative officer Sukesh Nayak says, “The campaign had to urge consumers to question the purity of their salt. We demonstrated clinical tests which people can easily replicate at home.”

    Tata Salt, over the years, has created a strong emotional connect with its property, ‘Desh Ka Namak’ and is now moving towards building a stronger narrative on health. The new campaign aims to bring forth the evaluation criteria for better-quality salt.

    Tata Chemicals chief operating officer Richa Arora adds, “Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt.”

  • ‘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.

  • The Brand Brewery crafts innovative campaigns for Tata Salt & Dalda Edible Oils

    The Brand Brewery crafts innovative campaigns for Tata Salt & Dalda Edible Oils

    MUMBAI: As millions thronged Puri in Odisha for the annual Jagannath Rath Yatra that began on July 6, The Brand Brewery (TBB) – a leading experiential marketing agency – carried out two ground-breaking campaigns in the pilgrim town for two of India’s most trusted brands.

    The campaigns carried out for Tata Salt and Dalda Edible Oils both supported the devotees in their journey to offer their obeisance to their favourite Lord.

    Tata Salt: SehatkiChuski:

    The first campaign aptly christened Sehat ki Chuski for Tata Salt is an inimitable idea that centres around the health of the pilgrims – a hitherto neglected aspect — who traverse a 1.5 km stretch in the excruciating humidto witness the procession. Most of them end up severely dehydrated and the lack of drinking water only exacerbates the situation.

    With this in mind, TBB conceived an innovative campaign for Tata Salt, that catered to more than a whopping 1 lakh pilgrims, and offered a real-time solution to keep them cool and energised during the procession. A dynamic team from Tata Salt positioned at key touch points of the main yatra route and distributed ‘Energy Pops’ which were special energy ice bars made up of Tata Salt, lemon, sugar and purified water.

    The uniquely tangy pops were an astonishment for most people because their innovation took them by complete surprise even as they enjoyed the power-packed flavour on their palette. The fact that what looked like a popsicle could contain salt and yet taste so heavenly remained a big talking point for a large section of the pilgrims who were left in wonderment. In addition to being incredibly refreshing, the pops also helped them combat dehydration while replacing the lost salt content, improving water absorption in the body and providing extra vitality and energy. Most importantly, the pops were found to be extremely easy to consume and were tasty too. Multiple customised Tata Salt branded carts undertook the distribution.

    Talking about the exclusive campaign, TBB founder and director Pradyumn Tandon said, “We wanted to create something around the occasion that goes beyond mere product sampling. While other aspects are taken care of, the basic health requirements of the devotees have to be looked at. Hence we came up with the idea of ‘Energy Pops’ which would help them maintain their energy levels despite the sweltering heat. People from all parts of the world travel to witness the Rath Yatra and we felt that this was a great way to connect with each devotee in their wish to be a part of this festival and provide an on-the-spot relief solution to make their experience stress free.”

    The idea was such a raging success during the yatra that it has garnered promising potential to become a product in itself on the lines of some out-of the-box flavour ideas for popular ice cream brands.

    Dalda Divya Darshan:

    The second campaign for Dalda Edible Oils was another super success that aimed at making the rath yatra experience all the more special for devotees by helping them get a closer glimpse of their favourite Lord.

    Considering that a massive crowd gathers during the yatra, TBB came up with a unique innovation where Dalda bottles were converted into telescopes which could be used by devotees to get a clear darshan of Lord Jagannath from a distance of over 400 to 500 metres which could not have been possible at such massive gathering. People end up going back homewithout being able to reach the rath or see the lord’s idol. The bottles named ‘Divya Darshan’ were given to thousands of happy devotees. This simple innovation brought smile to their faces and ensured a grand darshan of Lord Jagannath

    Also under this campaign, World renowned Sand Artist Sudarshan Patnaik on board who created one of a kind life size sand art sculpture of the deity Lord Jagannath at Puri Beach which was on display on 6th July where Devotees also got a chance to click pictures with this beautiful piece of Art which they could share further with their loved ones.

    Like this year’s Dalda Divya Darshan, TBB had another successful innovation that had debuted last year at the Rath Yarta. The campaign called ‘Bhajan Se Bhojan Tak’saw Dalda Edible Oils arranging as many as 2,000 specially packaged bottles ofprasad for the devotees. The prasad was a mix of uncooked rice and dal sourced from the temple along with nirmalya (dried mahaprasad) packaged in Dalda branded bottles as a souvenir of the yatra. The campaign was so successful that TBB was honoured with several awards for Best Innovation in Direct Marketing & Brand activation. It was continued this year too since it helped devotees to get prasad which not many can manage.

    Commenting on the Dalda campaign, Tandon said, “At TBB, we always look at engaging people in different and subtle ways that help them experience the uniqueness of a brand. At the Rath Yatra, devotees come from far and wide just to seek darshan of the lord, but often many are left disappointed because there is no way they can cruise through the crowd to reach the rath. We wanted to be a part of their happy experiences as they get a chance to look at the lord and seek his blessings. This is how the idea of this divine campaign was born. Also, getting Prasad during this time is not easy and we wanted to see the happiness on people’s faces as they got it without much trouble and could carry it for their loved ones too.”

    The two campaigns follow TBB’s pioneering campaign during the Kumbh Mela in Ujjain in the months of April and May 2016 for Tata Salt titled Shubh Bhojan Ki Shubh Shuruwat that had aimed at restoring the lost glory of salt and giving it its rightful place on the thaali while reiterating its health benefit. Said Tandon, “TBB has always come up with campaigns that have engaged people and enhanced their experiences. These campaigns at the Rath Yatra and Kumbh Mela were special because they were conducted at such important festivals in the country and they have been a great success.