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Tag: Tata Salt Lite

  • Tata Salt Lite launches its new campaign #TakeItLite to create awareness on “Hypertension” and its symptoms

    Tata Salt Lite launches its new campaign #TakeItLite to create awareness on “Hypertension” and its symptoms

    MUMBAI: Tata Salt Lite, a low-sodium salt specially formulated to provide 15% lower sodium than regular salt, launched its new campaign today to spread awareness on hypertension and its symptoms. Hypertension or high blood pressure, often termed as a silent killer is one of the leading health problems of urban India. Stressful lifestyles coupled with altered food habits have led to an exponential increase in the occurrence of lifestyle diseases such as diabetes and high blood pressure.

    The thought behind the 360 degree campaign is derived from the insight gathered from a group of nutritionists and doctors. According to the insight, hypertension or high blood pressure is a silent killer and people do not recognize the symptoms. Getting angry on small daily life situations without a reason is one of the symptoms of hypertension.

    Taking forth the brand’s core promise, ‘DeshkiSehat, DeshKaNamak’, Tata Salt Lite reinstates its commitment towards societal health and well-being. Moving towards building a stronger narrative on health, the new campaign aims to get people to take notice of such behavior and take preventive measures to control their blood pressure. 

    The campaign’s TVC, conceptualized by Ogilvy and Mather, stars Anand Tiwari and Mansi Parkeh as the lead protagonists. The TCV opens with Anand Tiwari, a 35-37 year old man approaching his fridge to fetch a box of ice cream. On seeing the box empty and yet being left inside the fridge makes him irritable and angry. He starts screaming and shuts the fridge door with anger. Watching him lose his temper and getting hyper on such a petty issue, makes his wife really concerned about him. This is when she realizes that his actions could be a symptom of high blood pressure which needs to be addressed. This incident triggers a change in her buying behavior and she picks Tata Salt Lite, a 15% low sodium salt that will help manage the blood pressure of her family.

    Commenting on the new TVC, Sagar Boke, ‎Head- Marketing, Consumer Products Business, Tata Chemicals Ltd., said, “Many studies have shown that a majority of the urban adult population in India suffers from hypertension, a life-threatening condition that can be effectively managed by controlling the intake of sodium along with an active lifestyle. Tata Salt Lite is a 15% low sodium salt specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure  in check. The objective of this new campaign is to increase the awareness about the early signs of Hypertension and take preventive action, well in time.  This campaign reinforces the Tata Salt philosophy of salt as a health enabler and not just a taste enhancer.”   

  • 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.”

  • Colors-Bajaj Pinkathon raises awareness for women’s lifestyle

    Colors-Bajaj Pinkathon raises awareness for women’s lifestyle

    MUMBAI: Colors Delhi Pinkathon, empowering Indian Women, an initiative to raise awareness about the importance of a healthy lifestyle for women and issues like breast cancer, concluded its fifth edition in Delhi on Sunday.

    Colors Delhi Pinkathon has received response from corporate sponsors such as Colors, Bajaj Electricals, Tata Salt Lite, VWash Plus, Optum, Reebok, Apollo Hospitals, Red FM, Bisleri, ICICI Home Loans, US Polo, Enthusionz, and Bajaj CSR.

    Around 10,500 women across age-groups and from different segments of the society participated in the VWash plus 3km, Optum 5km and Tata Salt Lite 10km multi-category run and 21 km categories. Flagging off the run was super-model, actor, fitness enthusiast avid barefoot runner and Pinkathon founder Milind Soman along with prominent women personalities like Mann Kaur, a 101-year old woman athlete, and RJ Swati from RED FM who expressed their wholehearted support for the cause.

    Maximus Events MD and co-founder Reema Sanghavi said: “Besides Delhi, Pinkathon has already been held in various cities like Hyderabad, Kolkata, Pune, Chennai, Guwahati, and Mumbai this year. The campaign will be supported by an integrated communication plan.”

    Viacom18 CEO – Hindi mass entertainment Raj Nayak said: “Women empowerment is also a core philosophy that we maintain even in our bouquet of offerings to our viewers.”

  • Leo Burnett wants to withdraw two award winning entries from Creative Abbys 2013

    MUMBAI: Just when you thought that Goafest 2013 is over, Leo Burnett which swept 71 metals at the Creative Abbys this year, has sought withdrawal of two of its entries in the radio and radio craft categories.

    The two entries that the agency wants to withdraw are radio spots it created for Tata Salt Lite. These entries have won the agency two gold Abbys and two silver Abbys.

    Sources have confirmed that Leo Burnett Chairman Indian Subcontinent Arvind Sharma sent a mail to the Awards Governing Council (AGC) on Monday evening seeking that the two entries be withdrawn owing to some inconsistencies. This move by the agency comes as a result of the brand’s request to do the same.

    The AGC requires all entries to be accompanied by client approval and verification. Clearly, one question this request raises is about the fuss when the entries which had already passed the acid test were accepted as legitimate entries.

    The request to withdraw entries has also raised the question about scam ads and what effect they are having on the industry. It has been quite an interesting year at the awards this year with last year’s forerunner Ogilvy and Mather walking out, JWT India submitting scams ads that blew up in their face, and Creativeland Asia’s Raj Kurup stepping down from the jury at the creative Abbys as a mark protest against scam ads.