Tata Salt Lite launches #TakeItLite campaign to create awareness on hypertension

The TVC, conceptualised by Ogilvy and Mather, urges people to take preventive measures to control blood pressure.

e4m by exchange4media Staff
Published: Dec 4, 2018 3:22 PM  | 3 min read

Tata Salt Lite on Tuesday launched its new campaign to spread awareness on hypertension and its symptoms. Hypertension or high blood pressure, often termed as a silent killer, is one of the leading health problems of urban India. Stressful lifestyles coupled with altered food habits have led to an exponential increase in the occurrence of lifestyle diseases such as diabetes and high blood pressure.

According to the company, the thought behind the 360-degree campaign is derived from the insight gathered from a group of nutritionists and doctors. According to the insight, hypertension or high blood pressure is a silent killer and people do not recognise the symptoms. Getting angry on small daily life situations without a reason is one of the symptoms of hypertension.

Taking forth the brand’s core promise, ‘Desh ki Sehat, Desh Ka Namak’, Tata Salt Lite reinstates its commitment towards societal health and well-being, the statement mentioned. Moving towards building a stronger narrative on health, the new campaign aims to get people to take notice of such behaviour and take preventive measures to control their blood pressure.

The TVC is conceptualised by Ogilvy and Mather, stars Anand Tiwari and Mansi Parkeh as the lead protagonists. The TCV opens with Anand Tiwari, a 35-37 year old man approaching his fridge to fetch a box of ice cream. On seeing the box empty and yet being left inside the fridge makes him irritable and angry. He starts screaming and shuts the fridge door with anger. Watching him lose his temper and getting hyper on such a petty issue, makes his wife really concerned about him. This is when she realizes that his actions could be a symptom of high blood pressure which needs to be addressed. This incident triggers a change in her buying behavior and she picks Tata Salt Lite, a 15 per cent low sodium salt that will help manage the blood pressure of her family.

Commenting on the TVC, Sagar Boke, ‎Head- Marketing, Consumer Products Business, Tata Chemicals Ltd., said, “Many studies have shown that a majority of the urban adult population in India suffers from hypertension, a life-threatening condition that can be effectively managed by controlling the intake of sodium along with an active lifestyle.”

“Tata Salt Lite is a 15% low sodium salt specially designed to provide consumers a convenient means to take preventive measures towards keeping the blood pressure  in check. The objective of this new campaign is to increase the awareness about the early signs of Hypertension and take preventive action, well in time. This campaign reinforces the Tata Salt philosophy of salt as a health enabler and not just a taste enhancer,” Boke added.

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