Today’s rapidly evolving palate has seen housewives across the country take to cooking innovations with a vengeance. The boom in cookery show, classes and books makes it quite obvious that everyone is seeking to add that difference to the daily humdrum of home cooked meals. The challenge multiplies with daily mundane food recipes on how to make these increasingly interesting and appetising.
Tata Chemicals, the market leader in salt with flagship brand Tata Salt, has decided to tap into this consumer need with its new extension – Tata Salt Flavoritz range of flavoured salts. The new range introduces an innovation in the salt category to the modern urban homemaker who looks to experiment with food. These flavoured salts can be used as seasonings on salads, sandwiches to add a twist to mundane food.
Creative agency on the account, Leo Burnett, has brought out the taste factor in the new TVCs for Tata Salt Flavoritz. One of the TVCs shows a boy describing to his friend how the boiled eggs made by his mother taste yummy. The second TVC shows a husband sing praises of the cucumber salad prepared by his wife. In both the cases, it is the Flavoritz factor that takes the mundane to sublime proportions. The TVCs have been shot by Chrome Pictures.
The films went on air on Tata Sky Activ last week and are expected to roll out in mainstream media in about three days’ time.
Kapil Mishra, ECD, Leo Burnett, remarked, “We all know how an ordinary dish becomes tasty in the hands of an expert and leaves us all surprised. The magic lies in the hands... Well, not actually. It’s in Flavoritz.”
Nitesh Thattasery, EVP, Leo Burnett, added here, “Food is no longer just about getting something on the table, housewives take serious efforts to add that special touch. From learning new dishes to learning how to work on the same dishes differently... it’s all about the special touch. Tata Salt Flavoritz makes it happen.”
Tata Salt Flavoritz is available in Red Paprika and Lemon Coriander flavours as well as black ground pepper powder. It is available in select modern trade format stores, supermarkets and retail stores in select markets (Delhi, Mumbai, Chennai, Bangalore, Chandigarh and Jaipur). Plans are underway to launch in other cities as well as to introduce new flavours.