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Tag: Richa Arora

  • Popular comedians collaborate to drive awareness and encourage India to #TakeItLite

    Tata Salt Lite ads on hypertension

    By Our Staff

    Tata Salt Lite has launched an awareness campaign in collaboration with India’s popular comedians – Zakir Khan and Atul Khatri. The initiative uses humour to build education around hypertension, a rising health concern.

    Said Richa Arora, President, Packaged Foods, Tata Consumer Products, India: “We have seen increased levels of stress among India’s urban adult population which is known to cause Hypertension. While some people make a start controlling the intake of sodium along with an active lifestyle, the task for us is increasing the levels of awareness about the early signs of Hypertension. Therefore, our campaign is aimed at educating consumers about it and urging them to #TakeItLite.  Our Tata Salt Lite™, a 15% low sodium salt is designed to provide a convenient option to those advised to keep blood pressure in check by cutting down sodium intake.”

    Added Dr. Narsingh Verma, Secretary-General, Indian Society of Hypertension (ISH): “There has been a steep increase in covert stress and underlying anxiety this year which has led to more people experiencing high blood pressure or even Hypertension. In fact, Hypertension is more common than considered, with nearly 30-40% of India’s adult population afflicted with it (source). At a primary level, however, this can be easily managed by keeping a watch on one’s diet which includes consuming a low sodium salt.”

    Said Mohit Malik: “#TakeItLite is an important message for people to hear and know more about – now more than ever. We too learnt about the effects of anger on one’s well-being having seen a family member experience Hypertension and ever since, have been taking active steps to manage Hypertension in our families. Both Aditi and I try and follow a healthy lifestyle and keep a count on our sodium intake by consuming Tata Salt Lite™ which is a 15% low sodium salt.”

     

     

  • Uses AR to convey an important message through the avatar of Gandhi

    Tata Salt salutes 91 years of Dandi March with campaign

    By Our Staff

    Tata Salt launches new campaign to commemorate 91st anniversary of the historic Dandi March. The AR-driven campaign will include the avatar of Mahatma Gandhi coming to life through digital platforms to deliver a reminder on the simple but critical acts of safety precautions to adhere to Covid-19. The campaign has been rolled out across all Tata Salt social media channels.

    Said  Richa Arora, President, Packaged Foods, India, Tata Consumer Products: “Our campaign evokes the historical relevance of the Dandi march where the father of our nation called out for collective citizen measures, as the nation marched towards independence. Tata Salt has always been at the forefront of influencing social change and this campaign is an effort to bring alive the determination and persistence displayed by Gandhiji during India’s freedom struggle to bear on what is required from people today. Through an engaging and innovative technology intervention, we are encouraging citizens to follow his footsteps and collectively fight the current world health crisis. By continuing to wearing masks, maintaining social distancing and washing their hands regularly.”

     

     

  • The campaign highlights the importance of iodine in a child’s mental development

    Tata Salt launches new ad campaign, #SawaalDeshKiSehatKa

    By A Correspondent

     

    Tata Salt has launched its latest integrated marketing campaign, #SawaalDeshKiSehatKa. The new TVC  is an extension to the last-running ‘Sawaal Kijiye Apne Namak Se’ campaign. This main objective of this campaign conceptualised by Ogilvy is to “build awareness of Iodine and its importance as a micronutrient in proper mental development of children”.

     

    Said Richa Arora, President, Packaged Foods, India, Tata Consumer Products: “Tata Salt’s genesis was in serving a national need for iodizing India, and we are proud that with our latest campaign #SawaalDeshKiSehatKa, we continue to stay true to our motto of ‘Desh ki Sehat, Desh ka Namak’. Today’s children are very inquisitive, and this is very relatable behaviour for every parent, and people in general. Being inquisitive is often considered a sign of intelligence in children, and this film celebrates that spirit in a unique and endearing format.”

     

    Added Sukesh Nayak, Chief Creative Officer-Ogilvy India: “As parents, we are all so used to getting stumped almost every other day with the never ending set of questions asked by our children. Building on this insight, we took the idea further, to the person who is now also a partner to parents in answering these questions, the AI device in our homes. The idea is not just be informative but also entertaining to ladder up how Iodine helps in ensuring proper mental development of children.”

     

     

  • The campaign is titled #SpiceUpYourHealth

    Tata Sampann Spices launches integrated campaign with Chef Sanjeev Kapoor

    By A Correspondent

     

    Tata Sampann Spices has launched its latest integrated marketing campaign, #SpiceUpYourHealth featuring brand ambassador Sanjeev Kapoor.

     

    Said Richa Arora, President- Packaged Foods, Tata Consumer Product: “With the growing importance of boosting one’s immunity backed by a ‘for better’ and ‘nutrition first’ approach in India,  we are seeing spices become a focus point among household kitchens. For Tata Sampann, we have since launch, positioned the household Indian spice box as a treasure chest of traditional wisdom with multiple health benefits.  Our new campaign continues with this theme by educating consumers on the importance of natural oil as a key quality marker that gives Spices their characteristic goodness for numerous health benefits. We also understand the homemaker’s need of the hour in fortifying the family’s health and hence our focus is to reiterate our brand’s commitment in delivering superior quality products packed with wholesome goodness. We believe #SpiceUpYourHealth will educate and encourage consumers in using the right quality spices with natural oils intact, especially at a time when we are seeing a strong revival in the traditional Indian food wisdom as families bond over home cooked dishes as a healthier and happier experience at home’’.

     

    Added Sachin Kamble, National Creative Director, Leo Burnett India: “Today more than ever we need to focus on the quality of food we eat. And an important part of the Indian kitchens is our spices. Spices are a treasure trove of wellness and Tata Sampann ensures only the best for its consumers. And who better than celebrity chef Sanjeev Kapoor, who with his years of experience can authentically tell the difference between good and the best to explain this. Our campaign hopes to help educate the consumers about the importance of quality in spices and opt only for the best for themselves.”

  • The campaign’s TVC, conceptualised by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists

    Ogilvy urges people to question quality of ‘namak’ in new Tata Salt campaign

    By A Correspondent

     

    Tata Salt has launched its new campaign, ‘Sawaal Kijiye Apne Namak Se’, to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt is a universal and one of the oldest food seasonings, there is limited knowledge around the quality of salt and its impact on health.  The campaign’s TVC, conceptualised by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists.

     

    Said Namrata Keswani, Head of Digital Domain, Ogilvy Mumbai: “The thinking behind this campaign was simple, sharp and clear. It was to make a hardworking product message like ‘purity test’ reach the consumer in an engaging way and make them try it themselves at home. Featuring talent like Konkana and Tilottama will ensure this message has high recall and will drive overall awareness about Tata Salt’s purity test.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy West: “The campaign had to urge consumers to question the purity of their salt. We took clinical tests and demonstrated them in a memorable way, so that people can easily replicate them at home.”

     

    Said Richa Arora, Chief Operating Officer (CPB), Tata Chemicals Ltd: “Salt is an irreplaceable ingredient in cooking and hence it’s important to ensure that the salt you use is not impure. Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt. We at Tata Salt, are committed towards delivering health-aware products and are constantly working towards societal health and development.”

     

     

  • Achieves Limca Book of Records for first crowd sourced National Anthem for the Indian Armed forces

    Tata Salt ‘Desh Ka Salaam, Sarhad Ke Naam’ campaign bags multiple accolades

    By A Correspondent

     

    Tata Salt, a pioneer in the Indian branded salt market, rang in the 69th Independence Day of the country by paying a heartfelt tribute to the Indian Army through a record-breaking campaign called ‘Desh Ka Salaam, Sarhad Ke Naam’.  Dedicated to the jawans at Siachen who unfalteringly perform their duties under harsh conditions, the campaign carries forth the brand’s philosophy and celebrates the Real Heroes who selflessly serve the Nation and its people.

     

    Tata Salt’s ‘Desh ka Salaam, Sarhad ke Naam’ initiative was a 360 degree integrated campaign which invited nationwide participation through radio, social media and out of home activities. The campaign paved a two-way communication highway by successfully using social media to capture the gratitude of the civilians for the jawans, as well as the emotions of the jawans at the border. The campaign created two Guinness World Records for the loudest crowd-sourced ‘Jai Hind’ at 122.2 decibel level, under the category ‘Loudest Indoor Shout’ as well as the ‘Longest line of postcards’ with a chain of 6400 hand written messages and postcards from the nation to the Indian Armed Forces. Further, the crowd sourced National Anthem sung by over 76310 people for the soldiers was also conferred by the Limca Book of Records for being the first such initiative of its kind.

     

    The campaign used social media to encourage consumers to post Salute Selfies, and engage with consumers on the selfless service of our jawans. Tata Salt partnered with 92.7 Big FM to collect messages from listeners through a week long radio campaign called the Big Paigaam which panned across 40 cities. The first ever live radio station was set up at Siachen border to enable live feeds of the Independence Day celebrations to be sent across to the nation. This also enabled the soldiers’ families to send their well wishes to the sons of the nation who, otherwise survive in an area with zero connectivity to the world.

     

    With over 5.3 lakh consumer participation through social media alone, the campaign received an incredible response with an outpour of messages for the soldiers. The ‘Desh ka Salaam Selfie’ contest received 825 selfie posts on Facebook, along with posts from celebrities like Sanjeev Kapoor. The campaign’s Facebook fan base grew to 11,290 in just 9 days of its commencement, garnering a total of 234,714 interactions through likes, comments and shares. The campaign gained 3,224,607 impressions on Facebook alone, and 326,000 impressions on Twitter. Through outdoor activities across high footfall areas, the campaign reached out to 76,310 people through cinema halls, and 1500 students through schools and colleges. A special AV created on the campaign went viral over social media, gaining 158,300 views within two days over Facebook and YouTube.

     

    To convey the nation’s heartfelt gratitude to the jawans, Tata Salt created a montage of all the messages received through selfies, handwritten messages, videos and social media posts, and played it for the soldiers at the Siachen border. Again, facilitating two-way communication, Tata Salt captured the soldiers’ ecstatic reactions and appreciation on seeing the video and posted it on the Facebook page, thus making it a remarkable celebration not only for the soldiers but also the consumers.

     

    Talking about the success of the campaign, Richa Arora, COO – Consumer Product Business, Tata Chemicals, said, “Tata Salt has evolved from being a packet of salt to being known as ‘Desh Ka Namak’. The ‘Desh Ka Salaam’ Independence Day campaign is dedicated to the soldiers who selflessly safeguard the nation. Through this campaign what we simply did was connect millions of people to the soldiers located at the highest peak – Siachen. The response was over whelming not just for us but also for the Real Heroes.”

     

    For over a decade now, Tata Salt has lived up to the image of being the ‘Desh ka Namak’ and has unflinching faith in the people of India who manifest the values of honesty, integrity and loyalty to the nation in their everyday behavior. Staying true to the values of the brand, it was yet another successful initiative for ‘Desh ka Namak’.