Remember that scene from ‘Life in a Metro’ where Irfan Khan takes a stressed out Konkona Sen to the rooftop and asks her to scream out all her frustrations? Her scream gave a lot of people goosebumps. Tata Salt Lite gave a similar opportunity to Mumbaikars – vent out all their pent up frustrations with a gut-wrenching scream.
Stress has become a part and parcel of everyone’s life these days, especially in a bustling metro like Mumbai. With hardly any outlet for all those pent up feelings, the stress keeps piling up and finds manifestation in physiological symptoms like high blood pressure, heart ailments, insomnia, etc. So, the ‘stress-busting’ initiative undertaken by Tata Salt Lite recently in Mumbai was seen as a welcome relief.
The activity was carried out by Arc Worldwide, the integrated marketing services agency aligned with Publicis-owned Leo Burnett, for Tata Salt Lite. The initiative involved a special ‘StressBUSter’ van that was driven around various parts of Mumbai, where Mumbaikars were invited to take a stress test and asked to scream as loud as they could to get rid of their stress, which was recorded. The participants also underwent a blood pressure test. Participants with the highest ‘stress scores’ were given surprise gifts. This apart, every participant also received a sachet of a low-sodium Tata Salt Lite.
Commenting on the initiative, C V S Sharma (Venke), Senior Vice President & Director, ARC Worldwide, India, said, “The whole effort was to generate a consumer pull towards the proposition of gaining health with a low sodium salt. Without being preachy, the point was driven home that with Tata Salt Lite one could reduce stress in one’s life. With such an overwhelming response, you can expect to see the ‘StressBUSter’ visiting other cities too.”
Karl Gomes, Executive Creative Director, Arc Worldwide, said, “While a long, loud, uninhibited scream is an effective way to reduce stress, there are very few opportunities for letting out a full-throated scream. So, we created the ‘StressBUSter’, an avenue for people to scream their stress away. Morning walkers, office goers, housewives and kids had one yell of a time.”
Parag Gadre, National Head-Sales & Marketing for Tata Salt Lite, said, “The objective behind the activity was to engage stressed out Mumbaikars and help them along the way to live a cheerful and light life despite facing stressful situations in everyday life. We were heartened by the response to the stress buster activity and to Tata Salt Lite during the four days of the campaign. It has encourage us to keep up with our efforts of providing products to help consumers lead a healthy life.”
The new Tata Salt lite claims to have 15 per cent lower sodium than ordinary salt. Low sodium means low stress. In four days of the stress buster campaign, over 2,000 people from all over Mumbai took part and released their stress.