Conceptualised by Leo Burnett, the campaign ‘Aaj ka masaledar sach’ raises awareness about the quality of spices
BestMediaInfo Bureau | Mumbai | June 9, 2016
With its recent campaign ‘Aaj ka masaledar sach’, the Tata Group aims at increasing consumer awareness about the quality of spices and its masala brand, Tata Sampann. And who else can tell it better than renowned chef Sanjeev Kapoor.
The first campaign casts Kapoor and three housewives in a kitchen setup. Kapoor asks the housewives how they get the taste to their food apart from cooking with love. All housewives in chorus say via masalas. That’s when Kapoor tells them how common market spices are drained of their natural oils and colours and are not sourced from the right place of origin, which hampers taste, colour and flavour. Tata Sampann Masale aims to recreate the authentic taste and aroma of Indian food.
The second campaign has a similar setup with Kapoor sipping ‘coconut water.’ The housewives enter and tell Kapoor that he’s relishing it alone. He tells them he was reminding them about Kerala. He asks them what they remember when they listen to the word ‘Kerala.’ One says beach while the other prompts Kathakali dance. To which Kapoor instantly says, ‘Masale. Kerala grows the best of spices and Tata Sampann’s masale come from the best farms in Kerala.’
‘Aaj ka masaledar sach’ is a 360? integrated marketing campaign that uses print, television, social media, radio communication as well as out-of-home activities to engage consumers. The outdoor activation of the campaign targets housing societies through the branded van ‘Masaledar sach Express’, and through social media content and digital videos, the campaign seeks to engage with its consumers.
Talking about the new campaign, Sagar Boke, Head, Marketing, Consumer Products Business, Tata Chemicals, said, “The real flavour of food develops from the spices used in its preparation. In fact, authentic flavour goes deeper into the origin and quality of good, natural spices which have proven to retain distinct health benefits. Our campaign, ‘Aaj ka masaledar sach’, aims to engage consumers and bring to their attention how important it is to use masalas that have their natural goodness intact for healthy living. The campaign employs multiple consumer touch-points and has been created with visuals and required effects to deliver this message. With Tata Sampann Masale, we aim to provide consumers with authentic spices that add rich flavour and aroma for authentic Indian cooking.”
Speaking about the ideation, Sachin Kamble and Rachana Dixit, Creative Directors at Leo Burnett, said, “Being an Indian it is difficult to stay away from any kind of ‘masala’, whether it is spices we use in our food or excitement in life. That is the pun we have used in ‘masaledaar sach’ because we are talking about spices and it has a breaking news kind of quality. There are so many eye-opening truths in this category; we had enough masala to create the campaign. The ‘sach’ is not just about masalas in general but also about our brand. Our masalas are genuinely good masalas and we had to highlight the various stories like source, oil-intact, packaging, etc. We have such rich, honest products that just felt the need to bring out the genuineness to the consumers. Like they say, ‘Sach apne aap saamne aa jaata hai’. It came from the heart.”
Uniquely developed with pure, fresh and authentic ingredients by brand ambassador Kapoor, the blended Tata Sampann Masales come in a 5-in-1 pack where each 100 gm pack is further bifurcated into five packs of 20 gm each to preserve the aroma, taste and colour, thus keeping their 'goodness intact'. The offering comprises 10 products ranging from everyday spices.
Client: Tata Sampann
Creative agency: Leo Burnett
Creative Directors: Sachin Kamble and Rachana Dixit
Account management: Divya Karnani, Deepika Das and Apratim Bhatnagar
Creative team: Amit Pandya, Gaurav Joshi and Manas Kheer
Planning: Ajeeta Bharadwaj and Dia Kirpalani
Production house: Green House