Tata Salt, has initiated a new marketing campaign featuring its well-known jingle, “Namak ho Tata ka, Tata Namak,” to highlight its position as “Desh Ka Namak” and connect with the younger generation.
Developed by Ogilvy, the campaign is made up of 11 videos that integrate the jingle into various everyday scenarios, reinforcing the brand’s identity as the nation’s salt.
Deepika Bhan, president of packaged foods at Tata Consumer Products in India, remarked, “Tata Salt is one of India’s most trusted and responsible brands. Its legacy as ‘Desh Ka Namak’ spans more than 40 years. The new campaign featuring its iconic jingle, which took birth in the 1980s, doffs a hat to the enduring appeal of the brand and its ability to evolve with the times. With this initiative, we also aim to deepen our connection with our audience and reinforce Tata Salt’s commitment to be part of their lives, promoting health and happiness.”
Anurag Agnihotri, managing partner of creative (West) at Ogilvy, shared, “For most of our country, salt means Tata Salt. And Tata Salt means trust. It is a bond built on love. The new ‘Desh ka Namak’ campaign gives back the same love and trust that people place on a legacy, iconic brand. We put one of the most loved Tata Salt tunes back in people’s life, in moments that are as everyday as the salt itself. A movie scene, a kiss, a cat, an election rally and such things. We hope everyone likes the new ‘Desh ka Namak’ campaign and loves the brand the way they always have.”
