Namak ke Waastey. A near-impossible-to-miss slogan if you are a consumer of digital content. The massive digital campaign, which aims to catalyse conversations and generate mass support for the Indian Olympians, is Tata Salt’s first ever association with Olympics.
Tata Salt has tied up with the Indian Olympics Association (IOA) as a sponsor of Indian Olympics contingent and is generating awareness about less sensational sports and winning support for players representing the nation at Rio this year. While the campaign brings forth their stories of hard work, determination, hope and most of all, the pride of representing India at the Olympics, the objective is to change the indifference of over billion people of the nation towards Olympians into support.
Tata Salt’s limited edition Olympic packs will reach out to over 7 crore households across the nation with a call to action number, where consumers can give a missed call and record their wishes to support the Indian Olympic contingent.
The brand signed up lesser known faces such as Indian boxer Shiva Thapa, wrestler Babita Kumari, shot putter Inderjeet Singh and judoka Avtar Singh for the campaign, which went live earlier this month with a series of videos, showcasing the athletes’ undying spirit and passion to win.
“Over the last three decades, Tata Salt has gained the stature of ‘Desh ka Namak’. Taking this philosophy forward, the brand would play catalyst to fuel conversations around the topics that are important to the nation. Our campaign on Olympics is an effort in that direction,” says Sagar Boke, head of marketing, Tata Chemicals.
“A massive number of Indians do not support, or even know about the Olympians who represent India on the global platform. We all know our popular sportspersons’ names and their backgrounds, but how many of us really know our Olympians? These Olympians have made immense sacrifices to qualify as that one person to represent our country in a rarely heard of sport from over a billion people,” says Vikram Menon, president and country head, Ogilvy One India.
Tata Salt is also the title sponsor for the marathon, ‘The Great India Run: JeetHarKadam Par’. The aim of these initiatives is to garner maximum encouragement from the country and spread awareness about budding sportsmen.
noor@digitalmarket.asia
