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Tata I-Shakti unpolished dals unveils new campaign

Conceptualised by Leo Burnett, the TVC features Chef Sanjeev Kapoor as the Brand Ambassador for Tata I-Shakti Unpolished dals

BestMediaInfo Bureau | Delhi | July 19, 2012

Tata I-Shakti unpolished dals’ new ad campaign emphasizes that there is more than what meets the eye and all that  shines is not often gold. It shows the health benefits of ‘unpolished’ dals. This new ad campaign ropes in Sanjeev Kapoor, world renowned, Indian star chef, to reinforce an innovative product category of branded pulses introduced by Tata Chemicals- that provides nothing less than the healthiest and most nutritious food essential; thereby aiming to revolutionize the pulses buying and consumption pattern of Indian households.

The TV commercial has been created by Leo Burnett. It went on air on major TV channels on July 18, 2012 with Chef Sanjeev Kapoor making appearance as the Brand Ambassador for Tata I-Shakti Unpolished dals.

The campaign highlights that shiny looking polished dals which are commonly available at nearby kirana store may have gone through different form of polishing using water, oil or even leather thus deteriorating  the quality of dals in terms of added moisture content and protein depletion. Whereas, Tata I-Shakti Unpolished dal does not go through any polishing and retains all the proteins naturally present in farm fresh dal. The campaign on natural and farm fresh Tata I-Shakti unpolished dal also intends to educate the unaware consumers about the polishing process and ill health effects of the shiny looking polished dals.

Tata Chemicals’ future roadmap is to clearly leverage the geographical spread and the brand affinity it commands to further expand its market share. The company has a vision of making Tata I-Shakti unpolished dals a household name by the end of fiscal 2012-13.

Speaking about the new campaign, Ashwini Hiran, COO – Consumer Product Business, Tata Chemicals said, “Tata I-Shakti dals are unpolished, color sortexed and reach the consumer with maximum retention of Proteins. The new ad campaign aims to make consumers  aware about the Tata I-Shakti ‘unpolished’ dals and their health benefits as compared to other packaged or loose polished dals sold in the market. It gives health-conscious consumers a convincing reason to buy these dals.”

Kapil Mishra, Executive Creative Director, Leo Burnett adds, “When you have a message based on honesty and authenticity, the tone and manner in which it is delivered needs to be exactly the same – ‘honest and authentic’. The campaign seeks to highlight the varied crude processes that the dals go through and their effect on dal. It brings alive the product promise of Tata I-Shakti Unpolished dals - ‘Bina chamke sehat chamkaaye’.”

The TVC:


Creative Agency: Leo Burnett
NCD: KV Shridhar
ECD: Kapil Mishra
Copywriter: Shivil Gupta, Kapil Mishra
Client Servicing: Nitesh Thattasery, Vivek Kumar Duggal, Ajit Anand
Director: Sameer Tiwari
Producer: Sahil Jadeja
DOP: Rajpal
Music Director: Anand
Post Production Studio: Pixion
Films: Kevin Affonso, Manoj Pillai
Media Agency: Madison
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