Tata Salt TVC plays on the role of mothers
The TVC, designed by Leo Burnett, was released on Mother's Day and captures a mother's desire to see her child grow up to be a good human
BestMediaInfo Bureau | Delhi | May 14, 2012
Tata Salt, known as 'Desh ka Namak' for more than two decades, has launched its new television commercial on Mother's Day. The TVC, conceptualised by Leo Burnett India, emphasises the contribution of mothers to nation-building by inculcating honesty and decency in their children every day.
The communication strategy for the campaign has been a mix of highlighting the brand proposition to the consumer and also educating them on the importance of product attributes such as iodine and purity. Over the years, as the product benefits were established, the communication moved to a more emotional platform with its 'Desh Ka Namak' campaign. At the heart of the campaign was the rooting of salt in Indian culture and its association with loyalty and integrity – which is also the core brand value.
This simple yet insightful TVC captures a mother's desire to see her child grow up to be a good human being by instilling the values of integrity, humility and honesty. The TVC captures several routine situations which showcase these qualities imbibed in a child's behaviour and ends with a message that urges mothers to give their children a pinch of honesty every day, just like they sprinkle salt on food.
Speaking on the campaign, Ashvini Hiran, COO, Consumer Products Business, Tata Chemicals, said, “It is commonly said that men are what their mothers make them. Through this TVC we wanted to emphasise the significance of the contribution that a mother makes in nation-building. The idea was to marry the core brand and product value of honesty to the moral values inculcated in children by their mothers. The campaign went on air on Mother's Day and underlines the importance of unfailingly imparting values in children on a daily basis.”
Kapil Mishra, Executive Creative Director, Leo Burnett Mumbai, said, “Tata Salt symbolises the value of honesty and children learn their first lessons of honesty from their mothers. Thus, salt acts as the symbol of honesty, with which mothers should nourish their children every day.”
Mishra added, "The simple and powerful idea is therefore that if every mother decides that she will teach her children the virtue of being honest, nobody can stop the entire country from being honest."
Initially, the campaign will roll out on ATL and BTL. In the second phase, an interactive social media campaign would also be explored.
The TVC:
Credits:
Agency: Leo Burnett India
NCD: KV Sridhar 'Pops'
ECD: Kapil Mishra, Nitesh Tiwari
Creative Director: Rupesh Kashyap
Writers: Shivil Gupta, Ankur Jain
Client Servicing: Nitesh Thattasery, Vivek Kumar Duggal
Director: Sanjay Shetty
Producer: Vishal Kharat
DOP: Harendra Singh
Music Director: Rajat Dholakia
Post Production: Famous Studio