Tata Salt unveils 'Maine Desh Ka Namak Khaya Hai' campaign

Conceptualised by FCBUlka, the multi-media campaign features the story of India's star boxer Mary Kom and illustrates the brand's belief with a new narrative

BestMediaInfo Bureau
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Tata Salt unveils 'Maine Desh Ka Namak Khaya Hai' campaign

Tata Salt unveils 'Maine Desh Ka Namak Khaya Hai' campaign

Conceptualised by FCBUlka, the multi-media campaign features the story of India's star boxer Mary Kom and illustrates the brand's belief with a new narrative

BestMediaInfo Bureau | Mumbai | March 26, 2014

Tata-Salt-TVC Click on the image to watch the TVC.

Tata Salt launched its latest campaign, 'Maine Desh Ka Namak Khaya Hai', on March 21, featuring the story of five-time World Boxing Champion, Olympic medal winner and mother, MC Mary Kom. For more than a decade, Tata Salt has lived up to the image of being 'Desh ka Namak', depicting its faith in the people through every day acts of honesty, loyalty and integrity, which are the core values of the brand.

The latest campaign, conceptualised by FCBUlka and filmed by Shoojit Sirkar, carries the brand's philosophy forward and celebrates contemporary icons that are going beyond their own success and giving back to the country in their own areas of work. One such person is MC Mary Kom.

The campaign tells the story of the inspirational Mary Kom – an Indian pugilist who hails from a poor, tribal family in Manipur. Mary Kom's journey is a humble and powerful human story that the TVC captures. She rose against several hardships to achieve success for herself and the nation in the international arena. Her vision of success however didn't stop at medals and accolades; it encompassed her community and the nation. She nurtures the dream to create many more “Mary Koms” who will put India on the world sports map. Today, she works to pass on her boxing legacy to students at her boxing academy.

Speaking on the new Tata Salt campaign, Ashvini Hiran, COO - Consumer Business, Tata Chemicals, said, “Tata Salt is honoured to be an integral part of 80 million households and it is the brand's persistent effort to sustain this faith by providing a product of the highest quality. 'Maine Desh Ka Namak Khaya Hai' is a reflection of the brand's unflinching faith in the people of the country who are living the values of loyalty and are engaged in the holistic development of the nation.”

Shalaka Kamat, Head Marketing - Consumer Product Business, Tata Chemicals, said, “Tata Salt has evolved from being a packet of salt to being known as 'Desh Ka Namak'. The new campaign celebrates people who compose the moral fabric of the country. There is none better than MC Mary Kom to illustrate the brand values. She exemplifies the commitment of every Indian towards the country. Her journey of becoming a global icon and working towards creating future icons is truly inspirational. 'Maine Desh Ka Namak Khaya Hai' aims to give people a platform to bring forth stories of other inspiring individuals doing their bit for the betterment of the community and the nation. With this initiative, 'Desh ka Namak' means to connect people through the core values of the brand making it a collective movement.”

KS Chakravarthy, National Creative Director of FCB Ulka, said, “The Tata Salt brand needs no introduction. The new campaign 'Maine Desh Ka Namak Khaya Hai' will reinforce the brand's core belief that every Indian believes that he/she is making a difference to the country. We wanted to carry the legacy of this iconic brand forward with the new campaign to illustrate the brand credo, 'Maine Desh Ka Namak Hai'. We zeroed in upon the story of Mary Kom. Hers is a story of courage and loyalty to the community that has the potential to inspire many. She literally lives the Tata Salt brand values.”

Throwing light upon the new campaign, Shoojit Sircar, Director of the TVC, said, “It is a matter of great pride to be associated with one of the biggest consumer brands in the country. The TVC is an emotional journey of a girl who rose against circumstances to become the MC Mary Kom that she is, bringing glory to the nation and then starting a new journey to give back to the country becoming a true example to others.”

Expressing her pleasure on her association with Tata Salt, Mary Kom said, “My journey of becoming a boxer has been challenging yet fruitful. I have strived to achieve my dream of representing India at the highest level with utmost honesty and complete devotion towards the sport. I very much relate to the values represented by Tata Salt – honesty and loyalty. I believe an individual's responsibility is not only limited to his or her own accomplishments but towards the nation and its people. 'Maine Desh Ka Namak Khaya Hai' story and the association with Tata Salt feels natural, almost automatic.”

As part of 'Maine Desh Ka Namak Khaya Hai' campaign, Tata Salt has also rolled out its digital media campaign, where the brand will encourage users to share inspiring stories of people they know who made a difference to the nation. Individuals can log on to www. to share their stories.

The TVC:

Print AD:



Client: Tata Chemicals

Brand: Tata Salt

Creative Agency: FCBUlka

National Creative Director: KS Chakravarthy

Production House: Rising Sun Films

Director: Shoojit Sircar