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
The communication strategy for Tata Salt has been a mix of communicating the brand proposition to the consumer, and educating them on the importance of product attributes such as iodine and purity. Over the years, as the product benefits were established, the communication moved to a more emotional platform with its ‘Desh Ka Namak’ campaign. At the heart of the campaign, was the rooting of salt in Indian culture and its association with loyalty and integrity – which was also the core brand value.

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’.

The brief
The brief given to the creative agency, Leo Burnett was to communicate the 'Desh Ka Namak' philosophy of Tata Salt, which symbolises the value of honesty. And children learn their first lessons of honesty from their mothers. Thus, salt became the symbol of honesty which mothers feed their children.

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.”

Media mix
Speaking about the media mix Hiran said, “We are using a 360-degree approach for this. Initially the campaign will roll out on ATL and BTL media. In the second phase, interactive social media campaign may be explored.”