Taking forward its ‘Desh Ka Namak’ brand message, Tata Salt will be unveiling its latest TVC on August 15 that brings out the flavour of Indianness. Conceptualised by Leo Burnett, the 40-second TVC seeks to promote the brand as a salt that completely dissolves in water the way we Indians dissolve in our culture and diversity.
Commenting on the ad, Sukumar Menon, ECD, and Zubin Raj, senior writer, Leo Burnett, said, “The ads, which are image heavy and rely on voice-over for narrative, can be tailored to any market. The hard thing is how do you make something that can dissolve in our culture and diversity and also make cultural and visual sense. With this commercial, we aim to establish the functional superiority of absolute purity through a nationalistic emotional connect and drive home the idea – ‘The way Tata Salt dissolves completely in water, we Indians dissolve completely in our culture and diversity’.”
They further said, “The entire commercial highlights the ‘Ghul mil’ effect and drives home the point that Tata Salt is so pure that when one dissolves a spoon of Tata Salt in a glass of water, it leaves behind absolutely no residue - a unique and strong consumer benefit which only Tata Salt can own in this category.”
The ad shows a montage of shots that celebrate the spirit of Indianness – which is shown through the celebrations of different Indian festivals like Holi, Onam, and Baisakhi. Festivals like these bind the country together and also highlight the ‘return to home’ feeling.