Tata Salt Flavoritz shows how to add zing to your dishes
Leo Burnett has created two new TVCs to introduce the innovation in the salt category from Tata Chemicals
Neha Saraiya | Delhi | February 16, 2012
In the new age of consumerism, where marketers experiment with their products, be it in terms of flavours, colours or packaging, even salt as a category is not far behind. After offering a variety of salts to consumers including iodised salt, crystalline salt, vacuum salt and pure salt, it's time to taste flavoured salts. Tata Chemicals has tapped into this market segment under their flagship brand 'Tata Salt' with a range of flavoured salts called 'Tata Salt Flavoritz'. These flavoured salts available in variants like Red Paprika and Lemon Coriander flavours, and black ground pepper powder can be used as seasonings on salads, sandwiches and soups.
Essentially, salt as a vital ingredient of food can transform even a mundane home cooked meal into a delicious dish. This is exactly the route that Leo Burnett has adopted to bring the brand to life. “We all know how an ordinary dish becomes tasty in the hands of an expert, and leaves us all surprised. The magic lies in the hands....well, not actually. It's in Flavoritz,” said Kapil Mishra, Executive Creative Director, Leo Burnett.
The two TVCs shot by Chrome Pictures explore this insight in a very interesting manner with situations revolving around individuals getting very excited about seemingly plain dishes. The scripts are based on very familiar, relatable settings like an office worker raving about the amazing cucumber salad his wife makes or a schoolboy talking about the delicious boiled eggs made by his mother.
Talking about the campaign, Nitesh Thattasery, Executive VP, Leo Burnett, said, “Food is no longer just about getting something on the table. Housewives make serious efforts to add that special touch – from learning new dishes to learning how to work on the same dishes differently. It's all about the special touch.”
The TVCs:
The ad films went on-air on the Tata Sky Activ DTH last week and will roll out in mainstream media in the next three days.
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