Tata Salt ropes in Pandharpur yatris for green initiative

Tata Salt aims to plant 10,000 trees in a 250km stretch of the Pandharpur Yatra route

e4m by exchange4media Staff
Updated: Jul 16, 2019 2:37 PM

Tata Salt has launched a unique initiative ‘Maulichi Savali - Mother Nature’s Compassion and Care’, living up to the company’s claim of being ‘Salt of the nation’. The activity addressed the issue of ‘climate change’.


Tata Salt engaged the 1.5 million yatris bound for Pandharpur and got them to plant saplings for a greener progressive tomorrow while marching towards the holy journey of Pandharpur. Tata Salt aims to plant 10,000 trees in a 250km stretch of the holy Pandharpur Yatra route.


Tata Salt will supply water to these saplings at an interval of every 15 days for a period of 3 years. They have also connected with the sarpanchs of the villages to ensure these trees are protected and taken care of so that they don’t wither off.


This initiative, which began on July 7, will continue till July 17 in Indapur, Akluj, Borgaon, Wakhari, Velepur, Malshiras, Lonand, Taradgaon, Nimgaon Ketki and across Pune and Solapur.


Speaking on the initiative, Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd. said, “Sustainability is central to the core values we adhere to in the Tata group. This initiative is our small step towards contributing to the environment and to provide shade to the pilgrims who undertake this long physically challenging journey. We thank all the participants and volunteers, who have taken part enthusiastically in this event and made this a success.”


On the campaign, Pradyumn Tandon, Founder & MD, The Brand Brewery (the agency that conceptualised and executed the campaign) said, “We at TBB always strive to give effective and innovative campaign ideas to our clients, ensuring seamless product integration, but this time it was an execution with a cause while taking the beacon of greener growth for a cleaner future. It’s a delight to work for brands like Tata Salt who are equally enthusiastic to promote innovative methods of marketing while adding real value in the lives of people.”

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