Tata Salt asks the nation to ‘blend like salt’ this Independence Day

The brand has collaborated with Illa Arun to deliver the campaign’s message ‘Ghul-Mil Jao Namak Ki Tarah’ through a poem

by exchange4media Staff
Published - Aug 14, 2019 3:37 PM Updated: Aug 14, 2019 5:44 PM
Tata Salt

This Independence Day, Tata Salt has urged the nation to come together and blend like salt - ‘Ghul-Mil Jao Namak Ki Tarah’.


Tata Salt aims to spread the message of ‘Unity’ and ‘Harmony’ and lives up to its claim of being ‘Salt of the Nation’. The brand has collaborated with actress, TV personality and Rajasthani folk-pop singer Illa Arun to deliver the campaign’s message through a beautiful poem.

The theme of the poem is “Be like Salt” - “Ghul-Mil Jao Namak Ki Tarah”. #Namak Ke Waastey, has been beautifully captured in a video that showcases Ila Arun reciting the poem.

Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, said: “It's a humble salute to our nation from Tata Salt. Let's all become the salt of the earth and mix with everyone to make India more beautiful and strong.”

Sagar Boke, Head-Marketing, Consumer Product Business, Tata Chemicals Ltd., said: “Tata Salt aims to create relevant conversations on the days of national importance. We have used the metaphor of salt to appeal to people to not discriminate between one another, and to stand united. In the way that salt doesn’t discriminate between what food it should mix with, and what it should not, if we forego our biases and stand united, we as a nation can become even stronger and fulfil our potential. We are glad to collaborate with the renowned Illa Arun who is a popular folk-pop singer to deliver this campaign’s message through her beautiful poem.”

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