02-06-2025
Tata Salt's new campaign sparks renewed love and purpose
HighlightsTata Salt has launched a new edition of its iconic jingle 'Namak Ho Tata Ka… Tata Namak', aiming to strengthen emotional connections with Indian households while promoting the importance of iodine for children's mental development. The multi-asset campaign, conceptualized by Ogilvy, includes eight brand films that depict everyday life scenarios in various Indian households, showcasing Tata Salt as an integral part of family traditions and cultural moments. Deepika Bhan, President of Packaged Foods at Tata Consumer Products, emphasized that the campaign aims to deepen consumer bonds and reinforce the brand's commitment to happiness and trust in every home.
Tata Salt
has unveiled its fresh new edition of '
Namak Ho Tata Ka
… Tata Namak'.
This 2.0 version builds on the deep emotional connection forged with households across the country, reimagining the iconic jingle to spark renewed love, connection and purpose.
The new campaign features eight brand films that elevate the nostalgic melody while delivering a powerful message: Tata Salt, with the right amount of
iodine
, supports children's mental development, building a sharper generation for future.
Reinforcing its position as
Desh Ka Namak
, the campaign celebrates Tata Salt's unmatched product trust and functionality in an entertaining, engaging and musical format.
Conceptualised by
Ogilvy
, the multi-asset campaign captures slice-of-life moments, from lullabies and classrooms to kitty parties, weddings and everyday family scenes, portraying Tata Salt as an inseparable part of Indian homes.
The films reflect everyday life across Hindi heartland families, expressive Bengali homes and emotionally rich Marathi households. The storytelling also resonates across generations, celebrating real, authentic moments.
In one film, a teacher uses a nostalgic jingle to teach the importance of iodine in a familiar school setting, blending education with emotion. Another showcases a lively Hindi-speaking household, where Tata Salt quietly supports every culinary tradition and loving exchange.
With its nostalgic yet catchy tune, the campaign reaffirms Tata Salt as Desh Ka Namak, reaching millions with its rhythm and timeless message with the initial release of four films during IPL.
Deepika Bhan, president – packaged foods,
Tata Consumer Products
said, "This campaign will deepen our bond with consumers and reaffirm our commitment to happiness and trust in every home.'
Anurag Agnihotri, chief creative officer - Mumbai and Kolkata, Ogilvy, added, 'We took our iodine story, dressed it in 80s flair, and sent it through every corner of Indian life, from vidaais, to classrooms to kitty parties. This is our love letter to a golden era of advertising, reimagined for today's India.'
Watch the video here:
