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BW Businessworld

Making India Strong

Tata Salt has been advocating the importance of pure, iodised, and iron-rich salt in diet since its launch in 1983.

Tata Salt has been advocating the importance of pure, iodised, and iron-rich salt in diet since its launch in 1983. With campaign such as How pure is your salt to Ab Judega Bharat, to its evergreen DeshKaNamak positioning, the brand adopted many innovative ways to tackle iron deficiency and anemia through the salt. Around this Republic Day, Tata Salt launched a 360 degree marketing campaign around its latest offering Tata Salt Plus titled Desh Ki Rag Rag Mein Iron.

The ad, produced by Firecracker and shot by film maker Sujoy Ghosh, highlights the commitment of women who deftly manage both their house and professional lives, and want to be seen as modern and progressive.

Sagar Boke, head marketing - Consumer Products Business at Tata Chemicals, says, “Tata Salt Plus, complete with iron and 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. 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. 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.”

Apart from the campaign, the brand is aiming to engage and educate consumers through the use of digital media, creating conversations around both the functional and emotional payoffs of the new offering. Though it has been a while since the brand has changed its packaging, now positioning itself as a modern-progressive player in the segment, it has launched an innovative musical logo called the ‘mogo’ to help communicate the brand’s core values. This, because a strong visual and audio identity triggers an emotional connect with consumers.

“Tata Salt is an iconic brand and DeshKaNamak is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new salt with DeshKaNamak, which led to the creation of Desh Ki Sehat, DeshKaNamak, and the TVC that is about empowering the new women of India,” says Nitin Karkare, CEO, FCBUlka.