Tata Salt has unveiled an all new pack 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 health and vital benefits. The new advertising campaign will air across television, radio and cinema. The new TVC will be aired in 10 languages – Hindi, Marathi, Gujarati, Bengali, Kannada, Malayalam, Tamil, Telugu, Oriya and Assamese.
Unveiling the new Tata Salt pack, Tata Chemicals COO, Satish Sohoni, said, “Though salt is a low involvement category, we have seen the emergence of regional players and those offering variable 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 in an emotional platform.”
The ‘Desh Ka Namak’ platform, which has been a huge success for the brand, juxtaposes the saltiness of the product itself against the honesty and integrity of ordinary Indians, both in the market place and in the minds of Indian consumers. The new ‘Chutki Ki Chamak’ campaign takes this step further by bringing in vitality of the new generation –“Is joshilay, furtilay Bharat ki chamak mein ek chutki ho hamari bhi –isliye Tata namak ki har chutki main hai Iodine ki wahi matra sahi matra Tata Namak…Desh Ka Namak!”
Sohoni added, “Leo Burnett has made the TVC. The campaign will be 360-degree, including print, average 40 spots per day across channels, and below the line activities including dealer boards in section A&B outlets in retail shops. There will be bus back panels in Mumbai, Bangalore and Chennai. Shops and painted vans will be displayed in class 1 and 2 towns. Radio spots are being aired in major metros and cities like Pune, Mumbai, Delhi, Bangalore, Chennai, etc.
The new pack design captures the positioning of Tata Salt, while highlighting the key attributes of the product. Tata Salt reaches more than four crore households. It sells a monthly average of 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 (ACNielsen Brand Track 2006) conducted across the countries urban centres showed that 90 per cent of respondents had tried Tata Salt at least once.