Tata Salt, a pioneer and market leader in India’s branded iodised salt segment, has launched a unique campaign that breathes new life into 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.
The 2.0 version of the ‘Namak ho Tata ka, Tata Namak’ jingle offers consumers surprise and delight, redefining its enduring presence in Indian households. Conceptualized by Ogilvy, the campaign features 11 light-hearted films showcasing the jingle’s presence in daily life, making it an omnipresent ‘DeshkaNamak’ brand.
Tata Salt, a beloved brand in India, is leveraging innovative immersive experiences to establish a strong connection with consumers across generations, ensuring the brand aligns with the values and aspirations of today’s audience. 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.”
