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Tata Sampann Masale launches new campaign 'Aaj ka masaledar sach'

04-June-2016
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Tata Sampann Masale launches new campaign 'Aaj ka masaledar sach'

Tata Sampann has launched their new campaign for Tata Sampann Masale titled ‘Aaj ka masaledar sach’.

Aimed at raising consumer awareness about the quality of spices, the campaign features celebrated Chef Sanjeev Kapoor and introduces consumers to the hard truth of how common market spices are drained of their natural oils and colors, and are not sourced from the right place of origin, which hampers taste, color, and flavor.

Tata Sampann Masale aims to recreate the authentic taste and aroma of Indian food, and the latest campaign carries the brand's philosophy forward that natural goodness is the way to go for a healthy, balanced life.

‘Aaj ka masaledar sach’ is a 360 degree integrated marketing campaign that uses print, TVCs, social media, radio communication, as well as out-of-home activities to engage with the consumers. The first two TVCs of the campaign went live this week, reiterating how natural oil retention and sourcing of spices from favorable terrains influence the taste and flavor of food. The outdoor activation of the campaign targets housing societies through the branded van ‘Masaledar sach Express’, and through social media content and digital videos, the campaign seeks to engage with its consumers. In addition to educating consumers about various aspects of selecting spices, ‘Aaj ka masaledar sach’ campaign also highlights how ‘sarvagunn sampann’ Tata Sampann Masale retains its natural oils and color because of its sourcing from the best farms in Kerala, thereby, bringing good health and wellness to its consumers. Kapoor lends his culinary expertise to the campaign and is the face of the TVCs, print and radio ads.

Talking about the new campaign, Sagar Boke, Head - Marketing, Consumer Products Business at Tata Chemicals Ltd. said, “The real flavor of food stems from the spices used while its preparation. In fact, authentic flavour goes deeper into the origin and quality of good, natural spices which have been proven to retain distinct health benefits. Our campaign, ‘Aaj ka masaledar sach’ aims to engage consumers and bring to their attention how important it is to use masalas which have their natural goodness intact for healthy living. The campaign employs multiple consumer touch-points and have been created with visuals and required effects to deliver this message. With Tata Sampann Masale, we aim to provide consumers with authentic spices that add rich flavor and aroma for authentic Indian cooking.”

You can watch the ad campaign here:

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