Tata Salt launched its new campaign, âSawaal Kijiye Apne Namak seâ, 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. The campaign is conceptualised by Ogilvy & Mather Mumbai.
The campaignâs TVC 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 TVC has 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.
Namrata Keswani, Head of Digital Domain, Ogilvy Mumbai, said, âThe thinking behind this campaign was simple, sharp and clear. It was to make aÂ hardworking product message like 'purity test' reach the consumer in an engaging way and make them try it themselves at home.Â
Featuring talents like Konkana and Tilottama will ensure this message has high recallÂ and will drive overallÂ awareness about Tata Salt's purity test.
Sukesh Nayak, Chief Creative Officer, Ogilvy West, added, âThe campaign had to urge consumers to question the purity of their salt. We took clinical tests and demonstrated them in a memorable way, so that people can easily replicate them at home.â
Tata Salt, over the years, has created a strong emotional connect with its property, âDesh Ka Namakâ and is now moving towards building a stronger narrative on health. Taking inspiration from the brandâs genesis, the positioning is expressed as âDesh ki Sehat, Desh Ka Namakâ reinstating Tata Saltâs 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 âSawal Kijiye Apne Namak Seâ talks about the functional attributes of salt, namely purity, and aims to reinforce brand loyalty among its core consumers.
Richa Arora, Chief Operating Officer (CPB), Tata Chemicals, commented, âSalt is an irreplaceable ingredient in cooking and hence itâs important to ensure that the salt you use is not impure.Â Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt. We at Tata Salt are committed towards delivering health-aware products and are constantly working towards societal health and development.â
Anirban Roy, SeniorÂ Vice-President, Planning, Ogilvy Mumbai, said, âSalt is a low involvement category. Much as we would like to think, the consumer doesnât want to have a ârelationshipâ with a pack of branded salt. Most advertising does not work because it fails to create an impact and tries to be clever. Weâve kept it simple â tell her why we are superior to others (in an entertaining way) and nudge her to question her current brand of salt. Tata Salt, as a brand, already enjoys phenomenal equity â the intent of this integrated campaign is to convert equity into action.â
Agency: Ogilvy, Mumbai
Chief Creative Officer: Sukesh Nayak
Sr. Creative Director: Nishant Pratap & R Pratheeb
Creative Supervisor: Chhavi Sahni
Visualizer: Dhvani Shah
Sr. Vice-President: Anirban Roy
Group Head Planning: Karthik Narayan
Vice-President, Head of Digital: Namrata Keswani
Management Supervisor: Pooja Motwani & Ashish AryaÂ
Sr. Account Executive: Saket Gaba