Ogilvy & Mather Mumbai + Tata Salt urge people to question the quality and purity of their salt

Tata Salt has released its new campaign conceptualized and created by Ogilvy Mumbai.

Tata Salt, a pioneer in the Indian branded salt market, 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 a universal and one of the oldest food seasonings, there is limited knowledge around the quality of salt and its impact on health.

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The campaign’s TVC, conceptualized by Ogilvy and Mather Mumbai, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists. The TVCs are meant to astonish consumers and give them a reality check about their salt.

Designed as a series, each TVCs have been shot to communicate specific product characteristics and quality markers with strong legs in digital, radio, experiential. The phases will highlight quality and purity as the key factors that consumers should consider whilst purchasing salt.

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. Taking inspiration from the brand’s genesis, the positioning is expressed as ‘Desh ki Sehat, Desh Ka Namak’ reinstating Tata Salt’s commitment towards societal health and well-being. The new campaign aims to bring forth the evaluation criteria for better-quality salt and establish the superiority of Tata Salt through simple-to-understand demonstrations. The campaign ‘Sawal Kijiye Apne Namak Se’ talks about the functional attributes of salt, namely purity and aims to reinforce brand loyalty amongst its core consumers.

Credits –

Saket Gaba (Sr. Account Executive)