Living up to the image of being ‘Desh ka Namak’, Tata Salt has launched a new campaign ‘Maine Desh Ka Namak Khaya Hai’ featuring the story of five-time World Boxing Champion, Olympic winner MC Mary Kom. The latest campaign carries the brand’s philosophy forward and celebrates contemporary icons that are going beyond their own success and giving back to the country in their own areas of work.
The campaign tells the story of the iconic Mary Kom who hails from a poor, tribal family from Manipur. In the ad Mary Kom recalls the journey from her childhood to that of a successful boxer. It shows her punching a sack as a child even before she got into boxing. The ad reveals that she had to work harder because she is a girl. She rose against several hardships to achieve success for herself and the nation. She nurtures the dream to create many more “Mary Koms” who will put India on the world sports map. She also works to pass-on her boxing legacy to students at her boxing academy. In the end of the ad, she tells that this is not just a dream, but her responsibility because she has eaten ‘Desh Ka Namak’.
Speaking on the new Tata Salt campaign, Ashvini Hiran, COO, Consumer Business, Tata Chemicals said, “Tata Salt is honored to be an integral part of 80 million households and it is the brand’s persistent effort to sustain this faith by providing a product of the highest quality. ‘Maine Desh Ka Namak Khaya Hai’ is reflection of the brand’s unflinching faith in the people of the country who are living the values of loyalty and are engaged in the holistic development of the nation.”
KS Chakravarthy, National Creative Director, FCB Ulka said, “The Tata Salt brand needs no introduction. The new campaign ‘Maine Desh Ka Namak Khaya Hai’ will reinforce the brand’s core belief, “Every Indian believes that he/she is making a difference to the country. We wanted to carry the legacy of this iconic brand forward with the new campaign to illustrate the brand credo, ‘Maine Desh Ka Namak Hai’ we zeroed upon the story of MC Mary Kom. Hers is a story of courage and loyalty to the community that has the potential to inspire many. She literally lives the Tata Salt brand values.”
As a part of ‘Maine Desh Ka Namak Khaya Hai’ campaign, Tata Salt rolled out its digital media campaign, where the brand encouraged users to share inspiring stories of people they know who made a difference to the nation.
Watch the Tata Salt ad here…
Has the story inspired you?
Abhinav Karwal, Senior Creative Director, Dentsu Marcom, said, “It’s simple and sweet messaging. It’s emotional, shows journey to the top. Had the potential to shake you up, step back and think, but not sure if it moves you enough. While one can relate to it given that stories of achievers overcoming obstacles always work but the emotional expressions could have been more genuine.”
On the insight, she said, “’aapne desh ka namak khaya hai & you should pay back to society’ has been an old plank for Tata Salt. However, using a female celebrity like Mary Kom, someone who has brought laurels to the country which we are proud of, looks fresh and relatable.”
“Due to the use of an inspiring sportswoman like Mary Kom, it will catch the eye of women who are the decision makers in the category and struggle to make a difference in their day to day family life. Not sure if it would actually move someone enough to change the current brand of salt they are using,” he added.
Depicting faith in the people of the nation through acts of honesty and loyalty, Tata Salt has launched a beautiful and inspiring campaign. The TVC captures the humble and powerful story of Mary Kom. It celebrates the power of a woman who rose against all odds to create an indelible mark on the global platform.
The campaign will be a source of inspiration for many as Kom is a global icon who believes that an individual’s responsibility is not only limited to his or her own accomplishments but he or she is also responsible towards the nation and its people. She demonstrates the commitment of every Indian towards the country. The brand has beautifully taken forward the thought of ‘Maine Desh Ka Namak Khaya Hai’ through this ad. The digital campaign, where the brand has encouraged users to share inspiring stories will help in creating a collective movement. The ad has been executed very well. However it could have been a bit more emotional to clearly reflect the ‘desh ka namak’ proposition.