Tata Salt's 'Namak ke Waastey' survey checks Olympic quotient of Indians

The survey, which tries to generate mass support for Indians headed to the Rio Olympics, throws up some interesting results. Many believe cricket, which isn't even an Olympic sport, has a chance of winning a medal

BestMediaInfo Bureau | Mumbai | August 2, 2016

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Tata Salt recently conducted a nationwide survey under its 'Namak ke Waastey' campaign to gauge the Olympic quotient of Indians in the run-up to Rio 2016. It is also aimed at catalysing conversations and generating mass support for Indian Olympians headed to Rio.

One in every three Indians believes that India has a chance to win an Olympic medal in cricket, says the Tata Salt 'Namak ke Waastey' survey. The survey reveals India's fascination for its favourite sport with around 40 per cent men and women under the age of 30 believing that India stands a chance of winning a medal in cricket, which isn't even an Olympic sport.

On the other hand, only 14 per cent of those surveyed pin their medal hopes on shotput, while boxing and wrestling have secured the support from 30 per cent and 40 per cent respondents, respectively. Call it the effect of a recently released Bollywood movie or just their new-found admiration for the strenuous sport, but wrestling seems to be reigning among Indian women. Almost 60 per cent of the women surveyed say wrestling is the sport that could get India an Olympic medal.

The survey, however, paints a surprisingly different picture when it comes to aspirational career choices. 87 per cent women and 69 per cent men under 30 years of age would have wished to be an Olympic sportsperson, overriding popular career options such as writer, film star, rock musician, pop star and entrepreneur. Nearly 75 per cent of the total respondents under the age of 30 chose Olympic sportsperson as an aspirational career if given a choice. These results clearly demonstrate that India is a hotbed of young sports aspirants.

Sagar Boke

Speaking on the results and the strategy behind the survey, Sagar Boke, Head, Marketing (Consumer Products Business), Tata Chemicals, said, “The purpose of conducting the Tata Salt 'Namak ke Waastey' survey was to gauge the Olympic sentiment among Indians. It is an initiative to connect effectively with the audience. The survey findings throw light on various facts that we Indians are ignorant of; like whether Olympics had ever been held in India to cricket being an Olympic sport. Though Indians seems to be ignorant about the Olympic Games and our athletes in general, the surprising and positive highlight of the survey is that if given a choice, the maximum number of them wants to be an Olympic sportsperson. India is indeed brimming with sporting talent, just waiting to be explored. The 'Namak ke Waastey' campaign has been crafted with this very purpose in mind – first, to create a genuine platform for the Indian Olympians in general that brings forth their struggle, passion and indomitable spirit, thus educating the masses on what goes on behind the scenes, and second, to catalyse conversations and bring about unity in our support for them.”

As the part of the campaign, Ogilvy One had earlier conceptualised and created two digital videos which present two Olympic contenders -- Babita Kumari, a wrestler, and Shiva Thapa, boxer. The series of digital videos aimed at giving the viewers a reality check on the story of these athletes and to encourage people to support their journey to the Olympics.”

Vikram Menon

Talking about the overall campaign, Vikram Menon, President and Country Head, Ogilvy One India, said, “A massive number of Indians do not support or even know the Olympians who represent India on the global platform. We all know our popular sport persons' names and their backgrounds, but how many of us really know our Olympians' names, their sports, backgrounds, their challenges and difficulties? These Olympians have made immense sacrifices and qualified to represent our country, as one person from over a billion people who are good at a rarely heard of sport. The ideation for this campaign started with the need to support the journey of these Olympians and cheer them to represent India.”

Conducted in July 2016, the Tata Salt 'Namak ke Waastey' survey is a fun, light-hearted assessment of the nation's knowledge of the Olympics. Commissioned and executed by Tata Salt, the survey was conducted across the country through an online study and received responses from 1,185 people from various channels, including social networking sites.

The campaign has been highly promoted on social media through YouTube, Twitter and Facebook. On Twitter, the campaign is trending as:

Twitter Campaign

Facebook Campaign

The earlier digital films as the part of the overall campaign:

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