Tata Salt, a market leader in India’s branded iodised salt segment, has launched a unique campaign reviving its iconic jingle, ‘Namak ho Tata ka, Tata Namak’. The multi-asset campaign celebrates the brand’s ubiquity as ‘DeshKaNamak’, resonating with the youth and also capturing the pulse of India. It offers a new outlook with a fresh spin to the jingle while retaining its timeless signature tune.
Tata Salt is aiming to establish a deeper connection with consumers across generations through innovative immersive experiences. The 2.0 version of the ‘Namak ho Tata ka, Tata Namak’ jingle promises surprise and delight, and introduces a refreshed perspective on its enduring presence in households across India. Conceptualized by Ogilvy, the campaign includes 11 light-hearted yet quick-witted films showcasing the jingle’s presence in various moments of a consumer’s daily life, making it an omnipresent ‘DeshkaNamak’ brand.
Commenting on the campaign, Deepika Bhan, President, Packaged Foods – India, Tata Consumer Products, said, “With this initiative, we also aim to deepen our connection with our audience and reinforce Tata Salt’s commitment to be part of their lives, promoting health and happiness.”
