Tata Salt Revives Iconic Jingle with a Fresh Twist

Chennai: Tata Salt, India’s No.1 iodized salt brand, has launched a new campaign, “Namak Ho Tata Ka… Tata Namak 2.0,” building on the emotional connect forged with households across the country. The campaign reimagines the iconic jingle to highlight the importance of iodine in children’s mental development, supporting the brand’s position as “Desh Ka Namak”.

Campaign Details

The campaign features eight heartwarming and playful brand films that showcase the nostalgic melody while delivering a powerful message about iodine’s role in building sharper minds. Conceptualized by Ogilvy, the multi-asset campaign captures slice-of-life moments across various Indian households, portraying Tata Salt as an integral part of family lives. The films resonate across generations, celebrating real and authentic moments in Hindi, Bengali, and Marathi households.

Release and Reach

Four films were released during the Indian Premier League (IPL), reaching millions with its catchy tune and timeless message. The campaign aims to reinforce Tata Salt’s unmatched product trust and functionality while promoting the importance of iodine in children’s mental development.

Deepika Bhan, President – Packaged Foods, Tata Consumer Products Ltd., 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, Ogilvy, added, “We took our iodine story, dressed it in 80s flair, and sent it through every corner of Indian life. This is our love letter to a golden era of advertising, reimagined for today’s India.”