MxMIndia

Tag: Tata Chemicals

  • Largest plantation drive in a religious congregation

    Tata Salt unveils ‘Maulichi Savali initiative

    By A Correspondent

     

    Tata Salt has launched an initiative to address the issue of climate change. For the first time ever, the annual religious the journey of 1.5 million devotees towards Pandharpur sowed the seeds of positive change. Tata Salt engaged the pilgrims, as they planted saplings for a greener progressive tomorrow while marching towards the holy journey of Pandharpur.

     

    Speaking on the initiative, Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals said: “Sustainability is central to the core values we adhere to in the Tata group. This initiative is our small step towards contributing to the environment and to provide shade to the pilgrims who undertake this long physically challenging journey. We thank all the participants and volunteers, who have taken part enthusiastically in this event and made this a success.”

     

    Added Pradyumn Tandon, Founder & MD, The Brand Brewery: “We at TBB always strive to give effective and innovative campaign ideas to our clients, ensuring seamless product integration, but this time it was executed with a cause while taking the beacon of greener growth for a cleaner future. It’s a delight to work for brands like Tata Salt who are equally enthusiastic to promote innovative methods of marketing while adding real value in the lives of people.”

     

     

  • The campaign was trending and grabbed the attention of 32.1 mn viewers and more than two crore comments

    Tata Salt Lite urges Twitterati to #TakeItLite on World Hypertension Day

    By A Correspondent

     

    On World Hypertension Day, Tata Salt Lite collaborated with rapper Baba Sahgal to create awareness about high BP and its symptoms.

     

    Commenting on the campaign, Sagar Boke, Head, Marketing, Consumer Product Business, Tata Chemicals said: “Hypertension is one of the single largest health condition that urban India is suffering today. It is a life-threatening condition that can be effectively managed by controlling the intake of sodium along with an active lifestyle. Tata Salt Lite is a 15 per cent low sodium salt and it is specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure in check. The campaign is another creative attempt to engage and educate the consumers. This campaign reinforces Tata Salt’s philosophy of salt as a health enabler and not just a taste enhancer.”

     

     

  • The campaign has been conceptualized by Ogilvy and Mather

    Tata Salt Lite creates awareness on hypertension via latest ad campaign

    By  A Correspondent

     

    Tata Salt Lite has launched its campaign to spread awareness on hypertension and its symptoms. It has been conceptualised by Ogilvy India.

     

    Commenting on the new TVC, Sagar Boke, ‎Head- Marketing, Consumer Products Business, Tata Chemicals, said: “Many studies have shown that a majority of the urban adult population in India suffers from hypertension, a life-threatening condition that can be effectively managed by controlling the intake of sodium along with an active lifestyle. Tata Salt Lite is a 15% low sodium salt specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure  in check. The objective of this new campaign is to increase the awareness about the early signs of Hypertension and take preventive action, well in time.  This campaign reinforces the Tata Salt philosophy of salt as a health enabler and not just a taste enhancer.”

     

     

  • To highlight to consumers the importance of Iodine in their nutrition, the letter ‘I’ was removed from editorial content and logos in leading newspapers

    Madison executes a multi-media innovation for Tata Salt

    By A Correspondent

     

    Madison Media executed a multimedia innovation for its client Tata Salt on the occasion of World Iodine Day which was on October 21, 2018.  Building on the thought of the Missing I conceptualised by Tata Salt and its creative agency Ogilvy, Madison Media got media partners across TV, print and digital to come together and make editorial changes to make the campaign a huge success. To highlight to consumers the importance of Iodine in their nutrition, the letter ‘I’ was removed from editorial content and logos in leading newspapers, e-papers, TV news channels and social media.

     

    Said Sagar Boke, Marketing Head, Consumer Products Business, Tata Chemicals: “In 1983, Tata Salt played a key role in the iodisation movement in the country by launching India’s first branded iodised salt. On Global Iodine Deficiency Day, we wanted to emphasise the importance of Iodine in daily diet, in an engaging manner. The “#MissingI” campaign communicated the health benefits of Iodine through innovative media touch points.  We are committed towards catalysing the nation free of Iodine deficiency disorders, and making India healthy. Tata Salt’s genesis was in serving a national need, and we are proud that we continue to stay true to our motto of ‘Desh ki Sehat, Desh ka Namak’.”

     

    Added Vikram Sakhuja, Group CEO, Madison Media and OOH:“Tata Salt has championed the cause of iodine deficiency for decades with its iodised salt, and its commitment towards Desh Ki Sehat with its Desh Ka namak. In its latest initiative this World Iodine day on Oct 21, the critical issue of iodine deficiency has been raised through a multimedia campaign for #MissingI across Newspapers, TV, Online Display and Social. In this campaign consumers are exposed to text with the letter i missing, and then reminded to check if the “I” is missing from their body too. It was exciting to execute this campaign across Media in record time.”

     

     

  • The festive town, Deo, is thronged by more than 10 lakh devotees annually who observe a fast and camp at the kund overnight

    Tata Salt activation on Chhath Puja

    By A Correspondent

     

    Tata Salt kicked off its ‘Har Pal Ujjawal’ campaign in Deo in Bihar to celebrate Chhath Puja with the devotees. Chhath Puja, the biggest festival in Bihar, takes place annually, and is devoted to the worship of Sun- the God of light and energy.

     

    Speaking on the innovation, Sagar Boke, Head –Marketing, Consumer Products Business, Tata Chemicals stated: “Chhath Puja is a renowned thanksgiving festival devoted to the Sun God where thousands of devotees camp at riverbanks without basic necessities like light and electricity. We wanted to offer a tangible solution for this issue to make worship hassle-free. Through installing solar panels for the devotees, we not only sparked a smile amongst the worshipers but also addressed the long-term issue of insufficient light around the area. With this initiative, we hope to make our consumers’ har pal ujjawal.”

     

     

  • 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’.

     

     

     

  • Tata Chemicals appoints Draftfcb+Ulka for Tata Salt and retains Leo Burnett for Tata I-Shakti foods

    Tata Chemicals offers ‘namak’ to Draftfcb+Ulka, retains I-Shakti for Leo Burnett

    By A Correspondent

     

    Tata Chemicals has announced the appointment of Draftfcb+Ulka as its creative agency for Tata Salt, and Leo Burnett for its Tata I-Shakti foods portfolio. This announcement comes after a competitive multi-agency pitch. According to a communiqué, Tata Chemicals has identified its food business as a strategic priority for growth and therefore decided to engage two creative agencies.

     

    It may be recalled that there was a controversy around the Tata Salt Lite radio spots that won Leo Burnett four metals at the Creative Abby earlier this year. The issue had reached the Tata Chemicals bosses and ethics board which finally got Leo Burnett to withdraw the entries.

     

    Meanwhile, the release announcing the appointment added: “Tata Salt was recently reported as one of the Top 10 consumer product brands in India by the Kantar Worldpanel’s Brand Footprint 2013. Tata I-Shakti unpolished pulses were awarded the ‘Product of the Year- 2013’. It was also awarded the ‘Emerging Brand Award’ by the ‘World Brand Congress’ at the ‘Brand Leadership Award 2013’.”

     

  • Mediaah! does an Arnab Goswami and asks 6 questions, the answers to which the global A&M industry wants to have

    Mediaah!: 6 answers the industry wants to get

     

    By Pradyuman Maheshwari

     

    (as you read this, imagine it’s Arnab Goswami addressing us on Newshour… the same tone, the same aggression and the same energy!)

     

    Ladies and Gentlemen, we are facing with a situation which almost sullied the image of the grand and trusted empire that Ratan Tata and his ancestors have built. You’ve read elsewhere on MxMIndia on what really happened, here then are some questions that I would like to ask this second Tuesday of April. It’s important the questions are asked because the advertising and marketing fraternity wants the answers. Not just in India, the world over. From New York to Shanghai to Australia!

     

    My questions. Just 6. Simple questions, need simple answers.

    1. The Goafest Awards Governing Council (AGC) agreed to give away the award on Friday only – and I repeat only – after receiving a written letter from Tata Chemicals saying the ad was indeed commercially released by the company. Who wrote it? And why did he or she write after initially clearly stating in the letter to the organizers that the radio spots weren’t paid for? What really happened that fateful Friday?

    2. How did it occur to Tata Chemicals to send the (revised) letter? Did someone from the 10-odd-member AGC call them? Specifically, did someone from Leo Burnett (LB) speak to anyone at Tata Chemicals? This is no police case or CBI enquiry, but in the spirit of fairness and to allow for investigation and transparency, can we check the cellphone call records of some of the key LB officials present?

    3. That the Tata Salt Lite radio spots were scam ads has been exposed. And the spots withdrawn. Do we now have a declaration from Leo Burnett that all the other 67 metals it has won are for ads that are legitimate and paid for by clients and are not scam ads?

    4. Leo Burnett is an internationally reputed advertising network. Its Worldwide CEO Tom Bernardin is in fact in the country and was part of Goafest. While sacking people is not the answer, is there some kind of a disciplinary action happening so that other clients of the mighty ad network get the comfort that their brands are in safe hands?

    5. Will Bombay House now issue clear and explicit instructions to all its marketing and brand managers as well as its advertising agencies that they must not indulge in scam ads?

    6. Should Goafest authorities write to all advertisers and agencies winning metals that in case their awardwinning metals are indeed scam ads, they should return these honourably or stand the chance of getting exposed?

     

    Ladies and Gentlemen. MxMIndia hereby says that it will NOT name agencies and clients who take advantage of such an amnesty. However, those who don’t and have indeed ‘scammed’ and are not giving up their award stand the chance of getting exposed. Because your site will not just report the news, but will also interpret it for you. And your site does not shy away from asking the tough questions.

    Mr Sharma has referred to MxMIndia in his mail to the AGC chairman Shashi Sinha saying “a website alluded to this debate with unnecessary insinuations”. He was obviously referring to the Big Story on MxMIndia yesterday. Ladies and Gentlemen, we did not name anyone because we did not have any one on record. But now we do. And now, we are going to ask the questions.

    Ladies and Gentlemen, you deserve the answers. And we’ll come back with more questions, if they are unanswered.

    Until then, goodbye… ta ta!

     

    (Did we stretch our arguments a bit much? Put yourself in the shoes of Arnab Goswami on Newshour, and we are sure you’ll do the same 🙂 )