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Time of India

Sachin Tendulkar encourages consumers to look beyond ‘organic labels' in new ad

Organic India, by Tata Consumer Products , has launched a new campaign to reinforce Organic India as one of India's most trusted organic brands, in collaboration with cricket legend Sachin Tendulkar. Tendulkar's determination to excellence and integrity mirrors the brand's unwavering commitment to deliver high quality, trusted organic products , the company stated in a press note. With this natural alignment of shared values and vision, Organic India aims to deepen consumer trust, inspire brand love and reinforce its position as a pioneer in the organic foods and beverages category, it added. Anchored in the message 'Sirf Naam Se Nahi, Kaam Se Organic', the campaign is launched at a time when consumer interest in healthier eating and organic food is steadily rising. However, as more people make conscious choices, many remain uncertain about what truly defines an organic product. The market is flooded with claims, leaving consumers questioning the integrity behind the organic label. This campaign encourages consumers to ask the right questions and educates them on identifying authentically organic products while reinforcing the rigorous quality standards Organic India products adhere to, which makes them 'authentically organic'. By backing every claim with proof, Organic India aims to help consumers go beyond just an 'Organic label' and make decisions rooted in facts and not assumptions. The brand film brings this message to life through everyday moments which most consumers can relate to. With calm conviction, Tendulkar gently reminds consumers to look beyond just Organic labels, challenge assumptions about the authenticity of the so-called Organic products, while drawing attention to what sets Organic India apart. As Tendulkar shares in the film, 'Sirf Naam se nahi, Kaam se organic,' He adds, 'In today's world, it's important to ask where your food comes from and how it's grown. What drew me to Organic India is their integrity; everything they say, they back up with action. This film reflects that honesty and encourages people to choose with care.' Puneet Das, president – packaged beverages, India and South Asia, Tata Consumer Products, said, 'With this campaign, we are urging the consumers to question the authenticity of various Organic products and reinforce what truly makes a product organic. Organic India has always believed that authenticity must be earned, not claimed. Through rigorous testing, transparent sourcing, and a legacy of integrity, we aim to build lasting trust. Tendulkar's voice brings powerful credibility to this mission, inspiring people to make choices rooted in truth, not assumptions.' The campaign will be amplified through a multi-platform rollout including digital, influencer engagement, and community storytelling. This campaign was conceptualised and developed by Creativeland Asia Advertising. Watch the video here: