Tata Sampann evokes nostalgia with #LautAayiDiwali campaign
Apart from the Leo Burnett India campaign, the brand has co-created exclusive Diwali recipes with celebrity chef Sanjeev Kapoor
A brand known for its strong presence in everyday nourishing Indian food, Tata Sampann launches its new ad campaign #LautAayiDiwali, marking one of the most anticipated festivals of the year.
The concept of the digital film revolves around the togetherness and joyousness that a family shares during Diwali. Diwali is a festival of happiness and home-cooked savories are an integral part of it which brings back all the nostalgic memories of our dear ones, with whom we have shared some of our best Diwali memories.
The digital-forward campaign aligns with Tata Sampann’s brand promise of ‘Sarvagunn Sampann – Wholesome Taste and Nutrition’. All of us have fond memories of what Diwali used to be in our childhood, and how the festive savories cooked by our mothers, aunts and grandmothers brought the home together, making the festival flavorsome.
This year, Tata Sampann aims to celebrate these memories and the spirit of Diwali through #LautAayiDiwali as an ode to the very nostalgia of a perfect Diwali. The brand has also co-created exclusive downloadable Diwali recipes with celebrity chef Sanjeev Kapoor and offers a chance to meet and greet for winners.
Commenting on this new campaign, Sagar Boke, Head of Marketing, Consumer Products Business at Tata Chemicals Limited said, “Diwali is not only a festival of lights that illuminates love in our hearts, but it is also a festival that has several beloved memories attached with it that touches the soul. Food is often an integral part of these memories. There is joy not only in relishing the food but also in the whole family being involved in the preparation process. We have used this insight to activate our campaign ‘#LautAayiDiwali’. The idea is to create a narrative on reliving old memories and experience the joy of cooking together. We hope that this campaign will create a positive nudge and build affinity for brand Tata Sampann.”
Indian celebrity chef Sanjeev Kapoor, further added, “Mithai and desserts are the heart and soul of every Indian festival. During Diwali, everyone indulges in sweets and snacks and often cherishes the memories of their mothers’ or grandmothers’ recipes. When you cook at home with pure and authentic products, they not only taste good but are also hygienic and nutritious. I am happy to partner with Tata Sampann’s #LautAayiDiwali campaign as it brings back all the nostalgia of our dear ones and relates beautifully to what Diwali and Diwali food stands for.”
Speaking about the campaign Sachin Kamble, National Creative Director, Leo Burnett India said, “The world today has moved forward at a breakneck speed. And in this haphazard rush to be futuristic, we felt people may have forgotten to pause, take a step back and reflect. That’s exactly what we did with Tata Sampann. There is nothing like nostalgia to bring back all those precious Diwali moments with Tata Sampann. Our campaign aims to make us a mainstay in every Indian kitchen, this Diwali.”
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