Tata Salt, on the occasion of the recently celebrated 67th Republic Day, launched its 360 degree communications and marketing campaign dedicated to “making India iron strong.” Along with a TVC, the campaign will break through different touch points like print, innovative outdoor, radio, and on ground activation and an extensive integrated marketing plan.
The new TVC, which talks about “Desh Ki Rag Rag Mein Iron,” 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 film maker 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.
According to the company, titled ‘Desh Ki Sehat, Desh Ka Namak,’ the campaign showcases a new purpose and vision - a vision to provide nutrition through salt, the easiest and most affordable means of micronutrient delivery. 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 healthkeepers of the nation and providing healthy and nutritious product offerings.
Speaking on the campaign launch, Sagar Boke, head, marketing, consumer products business, Tata Chemicals, 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 focusses on communicating the importance of iron in everyday lives to our consumers, especially to women. We believe that the women of today are progressive go-getters, and for them to be able to juggle their many roles, it is important that all their daily nutrition and iron requirements are met. Iron is one of the most critical micronutrients, which helps in formation of oxygen carrying protein called haemoglobin. 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.”
Nitin Karkare, CEO, FCB Ulka, stated, “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.”
