Tata Namak…Chutki ki chamak
Tata Salt unveils a new advertising campaign and pack design
June 15, 2006

Tata Salt, the country’s most trusted food brand, today unveiled an all-new pack design and advertising campaign. Taking the positioning platform of ‘absolute vitality’, the new Chutki ki chamak campaign showcases the key elements of the product, with a special emphasis on the health and vitality benefits. The new advertising campaign will air across television, radio and cinema. The new TV commercial will be aired in 10 languages, namely Hindi, Marathi, Gujarati, Bengali, Kannada, Malayalam, Tamil, Telegu, Oriya and Assamese.

The new pack design captures the new positioning of Tata Salt, while highlighting the key attributes of the product. Today, every pack of Tata Salt delivers:

• Absolute vitality — with adequate quantity of iodine
• More saltiness
• Zero bacteria — due to the vacuum evaporisation process
  

Tata Salt, the pioneers and undisputed leaders in the packaged salt category, reaches more than 4-crore households. It sells a monthly average 40,000 metric tonnes of its product through 1,280,000 retail outlets. As per ORG Marg Project Premium – March 2006, Tata Salt commands a market share of 51 per cent within the national branded segment and 23 per cent in overall iodised salt segment. A survey (AC Nielsen Brand Track 2006) conducted across the country’s urban centres showed that 90 per cent of respondents had tried Tata Salt at least once.

Unveiling the new Tata Salt pack, Satish Sohoni, chief operating officer — food additives business, Tata Chemicals, said, "Though salt is a low involvement category, we have seen the emergence of regional players and those offering variable quality products in various markets. The new marketing initiatives from Tata Salt are an effort to reiterate the inherent quality attributes of the brand, while continuing to position it on an emotional platform."

The ‘Desh Ka Namak’ platform, which has been a huge success for the brand, juxtaposes the ‘kharapan’ of the product itself against the honesty and integrity of ordinary Indians, reinforcing the brand’s leadership position, both in the marketplace and in the minds of Indian consumers. The new Chutki Ki Chamak campaign takes this a step further by bringing in the vitality of the new generation — Is joshilay, furtilay bharat ki chamak mein ek chutki ho hamari bhi… Isiliye, Tata namak ki har chutki main hai Iodine ki wahi matra , sahi matra ; Tata Namak… Desh Ka Namak!

Over the years, Tata Chemicals has put in place a strong brand management, marketing and sales team. The effective marketing initiatives are being backed on ground, by a team of large clearing and forwarding agents (CFA) and distributors, with a focus to service the market in an enhanced manner and ensure greater market penetration.