Tata Salt has carried out an initiative, ‘Shakti Ka Samman’, to re-emphasise the importance of women’s health during Chhath Puja celebrations in Patna.
Through this initiative, the brand encouraged male devotees to pledge for safeguarding their women’s health or Shakti not only during the festival but also in daily life.
Tata Salt has used yet another innovative OOH platform to connect with its consumers on an emotional level. The on-ground activation took place at Collectorate Ghat, Patna, where the devotees were attracted to a huge illuminated installation in the shape of a woman praying for Chhath Puja.
The installation illuminated and became brighter with every oath taken by men by adding a pinch of salt to it. The more oaths taken, the installation illuminated even further, symbolising and drawing light towards the health and well-being of the women of our lives.
Sagar Boke, Head, Marketing, Consumer Products Business, Tata Chemicals, said, “During Chhath Puja, women worship the Sun and pray for the health and prosperity of their family. Ironically, while catering to their family’s well-being, women often prioritise the family over their own health. To ensure that the health of these vratis is taken care of everyday, we got the families to take oaths and reciprocate their sacrifices and pledge for ‘Shakti Ka Samman’. The initiative ‘Shakti Ka Samman’ saw Tata Salt staying true to its motto of ‘Desh Ki Sehat, Desh Ka Namak’.”
This year’s Chhath Puja saw over 10 lakh devotees throng Patna for four days of prayer to the Sun God for health and prosperity of all. The male devotees gathered at the Collectorate Ghat in Patna and participated whole-heartedly in taking the pledge with Tata Salt to safeguard their women’s health.