Latest news with #TataSalt
Time of India
6 days ago
- Business
- Time of India
Marketing Matters: How Tata Salt used smart media planning to grab consumer attention
Disruption in a commoditised category isn't a regular occurrence. Most often, breakthrough campaigns happen where there is a clear insight-driven idea. Tata Salt has been one such brand that has found success through deep consumer listening. The brand was facing dual challenges: category stagnation and commoditisation. Its media agency, Wavemaker India (now part of WPP Media), used smart media planning to boost brand salience by increasing Top-of-Mind Awareness (TOMA) and consideration, and to strengthen brand power by rekindling emotional connections and differentiation with a younger demographic. Ajay Gupte, President – Client Solutions, WPP Media, South Asia, takes ET Brand Equity through the making of the campaign. According to him, the biggest takeaway for modern brands from this piece is, 'own your distinct brand assets, and then reinvent them boldly.' What was the business problem that "The Unforgettable Salt" campaign was designed to address? And, what were the specific, measurable objectives given to solve? Tata Salt was facing dual challenges, category stagnation and commoditisation. While the brand remained synonymous with trust, it had begun to lose share to lower-priced, undifferentiated alternatives amidst inflationary pressure. The perception of "all salts being the same" made it difficult for consumers to justify a premium choice, eroding both engagement and market share. The campaign set out to arrest the decline in market share and achieve volume growth despite a shrinking category; strengthen brand salience by increasing Top-of-Mind Awareness (TOMA) and consideration; and improve brand power by reigniting emotional affinity and differentiation among younger audiences. What key consumer insights were considered while implementing the campaign? We tapped into three critical insights. Salt is a blind spot: It's only noticed when missing or overused, making it hard for any brand to stay top-of-mind. Distracted butterflies: Our modern audience is constantly exposed to media noise, making attention a premium. A catchy jingle, deeply embedded in pop culture, had the potential to cut through this noise. Emotional nostalgia meets modern relevance: While older consumers trusted Tata Salt from years of association, younger audiences needed fresh, culturally relevant reasons to connect. These insights led us to rekindle the iconic ' Namak ho Tata ka ' jingle in a playful, omnipresent way, embedding it into everyday life, even beyond the kitchen. What were the KPIs you were tracking to measure the success of this campaign? Could you share some key highlights in terms of results? Our KPIs spanned across market performance and brand metrics: Market share: Increased by 3.4% year-on-year (YoY) (AMJ '24 vs AMJ '23), reversing a downward trend even as the category declined by 3.2%. Volume growth: Highest in brand history, +6.6% YoY. TOMA and consideration: Top-of-Mind Awareness rose from 82 to 86, and consideration increased by 3 points. Brand power score: Jumped 3.8 percentage points, from 59.9% to 63.7%. Creative recall: 7 of the top 10 ads in the category during IPL belonged to Tata Salt. UGC growth: +15% increase in user-generated content through jingle remixes and influencer activations. What according to you makes the campaign disruptive? In a category where functional parity is the norm, we chose to disrupt through emotional and sensory branding and not price. We turned a 40-year-old jingle into a cultural mnemonic by embedding it into slice-of-life situations, on trains, in retail stores, across IPL, through sign language for inclusivity, and with influencers who reimagined it creatively. The campaign didn't just speak about salt, it made salt speak back, through music, humor, surprise, and cultural resonance. That's true disruption in a commoditised category. What are the lessons that new-age brands can learn from a legacy brand like Tata Salt, and its campaigns like "The Unforgettable Salt"? Legacy doesn't mean static. Tata Salt proves that timeless trust can coexist with fresh relevance. The biggest takeaway for modern brands is this: own your distinct brand assets, and then reinvent them boldly. The campaign also reinforces that emotional storytelling, when powered by insight-driven media innovation, can make even the most overlooked category unforgettable. This campaign is a case study in modernising memory structures. We didn't introduce a new narrative, we refreshed an old one using the language of today: short videos, audio cues, creator culture, contextual nudges, and inclusive engagement. It proves that with the right mix of data, creativity, and cultural fluency, legacy brands can thrive, even in low-involvement, price-sensitive categories. Tata Consumer Products and Wavemaker India won 'Campaign of the Year' for 'The Unforgettable Salt' at ET Shark Awards 2025.
Indian Express
09-08-2025
- Indian Express
923 litres of fake ghee seized in Uttar Pradesh's Sambhal, 5 arrested
The police in Uttar Pradesh's Sambhal on Friday seized 923 litres of fake ghee, hundreds of counterfeit wrappers of popular brands, and arrested five men who have been running the racket for years. The operation was carried out in a joint drive by the Dhanari police and the Special Operations Group near Khajra Mod. The officers intercepted a car and a mini truck suspected of carrying the fake ghee and found 41 cardboard boxes, each holding 900-ml packets of 'Amul' desi ghee, 20 tins of 'Madhusudan' ghee, each weighing 15 kg, along with packaging materials of other brands, the police said. The five arrested have been identified as Ashu Jain, his father Sudesh Jain, Avid — all residents of Meerut — Praveen Jain, and Arun Kumar, both from Baraut in Baghpat district. The group was manufacturing the fake ghee at Praveen Jain's house in Baraut. According to the police, the gang manufactured fake ghee using a mixture of Dalda and refined oil, along with artificial ghee essence to mimic the smell of pure ghee. The product was then packed into counterfeit pouches of Amul, Madhusudan, and Mother Dairy and sent to market, said an officer. Officers also claimed that the fraudsters had been repackaging Mayur salt into Tata Salt packets and selling expired coffee in Nescafé jars for the past three years. Based on information from the accused, the police conducted a raid at Praveen Jain's home, and recovered the equipment used in the operation — two gas stoves, a gas cylinder, a beater, two packing machines, a 40-litre silver soaking machine, a sack-stitching sewing machine, an iron press, bottles of artificial essence, brand-printing dyes, scissors, tape cutters, pliers, adhesive, and hundreds of empty cartons and wrappers of leading brands. The police have also seized 466 brand wrappers, five mobile phones, and the two vehicles used for transporting the items. The accused have been booked under various sections of the Food Safety and Standards Act and the Trade Marks Act. They were produced before the court and remanded in judicial custody. The police said they are probing the racket's distribution network to ascertain how widely the counterfeit products had been circulated.
Time of India
02-06-2025
- Business
- Time of India
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:
India.com
30-04-2025
- Business
- India.com
Meet Indian man, who had only Rs 21000 in pocket, but started such business that overshadowed whole Pakistan, built empire of Rs 34 lakh crores, business is…
A single Indian business has overshadowed the entire economy of Pakistan. It was founded with just Rs 21,000, the Tata Group has reached from the kitchen to the skies. Its market capitalization of Rs 34 trillion ($403 billion) is now bigger than the GDP of many countries. Tata Group: From Needles To Airplanes The Tata Group makes everything like needles to airplanes, salt to cars, and roads to power plants. They started India's first private steel plant, built the first five-star hotel, established the first power plant, and introduced the first software and manufacturing companies in the country. Over the decades, Tata has gone beyond being a business and now it has become a symbol and national pride for the country. Beginning Of Tata Group The journey of this world class business began with just Rs 21,000. The man behind this group was Jamsetji Tata, the founder of the Tata Group. He was born into a Parsi family in Navsari, Gujarat. At the age of 14, he moved to Bombay (now Mumbai) for education and to understand commerce. In 1869, with a capital of Rs 21,000, he established the Alexandra Mill in Bombay which was the foundation of the Tata Group. The Tata Group was never limited to a single industry. From building aircraft to manufacturing salt, Tata entered into many industries. In 1983, India was facing an iodine deficiency crisis, Tata Chemicals introduced the country's first packaged branded iodized salt Tata Salt. Which later became a household name to this day. Ratan Tata Era Ratan Tata's leadership took the Tata Group to the next level. He started as an assistant in Tata Industries and became Chairman. He led the group from March 1991 to December 2012. He did major innovations like India's first SUV, the Tata Safari, and the world's most affordable car, the Tata Nano. Tata Group's Wealth Today, Tata Group has 29 companies, including Tata Consultancy Services (TCS), Tata Motors, Tata Power, Tata Steel, Titan, Tanishq, Voltas, Tata Chemicals, Tata Communications, Trent, and Tata Elxsi. The group's total market capitalization exceeds $403 billion which is higher than Pakistan's GDP.
India.com
29-04-2025
- Health
- India.com
Why did Ratan Tata launch Tata Salt? The motive was not to earn money but...
Ratan Tata- Tata Salt story Why did Ratan Tata launch Tata Salt? At a time when almost the whole of India was suffering from the issue of iodine and iron deficiency, Tata Chemicals, under the leadership of Ratan Tata, launched India's first branded iodized salt in packets, which marked the birth of Tata Salt. With the launch of Tata Salt in 1983, the brand quickly became the first choice in every home and helped save the lives of millions of Indians over time. The Tata Group embarked on its salt production journey in 1927 in Okha, Gujarat—a project once considered unfeasible. By 1983, the company introduced iodized salt to the market, aiming to combat iodine and iron deficiencies while also supporting blood pressure regulation. Story behind start of Tata Salt 'The story of Tata Salt is a story of consistency on three fronts: superior quality delivered over the years, a wide distribution network and the consistently told brand story. Apart from this is the vacuum evaporation manufacturing process, which ensures uniformity in the texture and size of the grains. This enables us to deliver consistently even saltiness,' says Richa Arora, COO – consumer products business, Tata Chemicals' How Tata Salt saved millions of Indians 'While the company partnered with the government to find a solution to the problem of micro-nutrient deficiency in India and started the journey towards universal salt iodisation in the country, Tata Salt struck an emotional connect with its consumers', the website of the Tata Consumer Products said about the need to launch Tata Salt. 'The word namak (salt) has an emotional connotation in the Indian context. Eating salt loosely translates to aapka namak khaya hai, which implies one's loyalty to a person or community. The brand thus pays homage to, and celebrates the values of loyalty, honesty and integrity of the people of India towards their country', the website added about the famous product. Beyond being a commercial product that ruled the market for years, the Tata Salt brand has helped raise awareness about the importance of health and nutrition.
