Tata Chemicals’ salt brand Tata Salt celebrates the spirit of motherhood in its new ‘Desh Ka Namak’ TVC that will break nationally on Mother’s Day, May 13
The Desh Ka Namak positioning of Tata Salt has had a high recall value, cutting across users and non-users. The latest campaign celebrates the value of honesty as a universal value and shows various children in situations where there is a temptation to be dishonest. But the children, fed on a diet of the value of honesty by their mothers, opt to remain honest, thus making their mothers proud.
Ashvini Hiran, COO, Consumer Products Business, Tata Chemicals said, “We wanted to take the positioning to the next level, making it more relevant and relatable to the consumer and core TG – mothers. It celebrates their contribution in nation-building.”
Brand communication – over the years
As the markets matured with strong regional players emerging, the challenge was two-pronged – to retain the loyal user base and gaining new users by establishing product superiority. Hence, a tactical communication was developed, to establish a demonstrable product benefit of “purity test” – through the purity film.
The new brand film, aims to reinforce the ‘Desh Ka Namak’ positioning and also to bring it closer to the core TG of the brand – the homemaker. This new campaign brings to the forefront the contribution that every mother makes in raising her child, and hence the future of the country. It marries the core brand value on honesty and loyalty to the basic values inculcated in the children by their mothers and hence to be launched on ‘Mother’s Day’.
Kapil Mishra, Executive Creative Director, Leo Burnett, Mumbai shared, “We take mothers for granted and forget that the values we all cherish, come from mothers.”