Tata Namak…Chutki ki chamak
Tata Salt unveils a new advertising campaign
and pack design
Tata Salt, the country's most trusted food brand, today
unveiled an all-new pack design and advertising campaign.
Taking the positioning platform of 'absolute vitality',
the new Chutki ki chamak campaign showcases the key elements
of the product, with a special emphasis on the health and
vitality benefits. The new advertising campaign will air across
television, radio and cinema. The new TV commercial will be
aired in 10 languages, namely Hindi, Marathi, Gujarati, Bengali,
Kannada, Malayalam, Tamil, Telegu, Oriya and Assamese.
The new pack design captures the new positioning of Tata
Salt, while highlighting the key attributes of the product.
Today, every pack of Tata Salt delivers:
- Absolute vitality — with adequate quantity
of iodine
- More saltiness
- Zero bacteria — due to the vacuum evaporisation
process
Tata Salt, the pioneers and undisputed leaders in the packaged
salt category, reaches more than 4-crore households. It sells
a monthly average 40,000 metric tonnes of its product through
1,280,000 retail outlets. As per ORG Marg Project Premium
– March 2006, Tata Salt commands a market share of 51
per cent within the national branded segment and 23 per cent
in overall iodised salt segment. A survey (AC Nielsen Brand
Track 2006) conducted across the country's urban centres
showed that 90 per cent of respondents had tried Tata Salt
at least once.
Unveiling the new Tata Salt pack, Satish Sohoni, chief operating
officer — food additives business, Tata Chemicals, said,
"Though salt is a low involvement category, we have seen
the emergence of regional players and those offering variable
quality products in various markets. The new marketing initiatives
from Tata Salt are an effort to reiterate the inherent quality
attributes of the brand, while continuing to position it on
an emotional platform."
The 'Desh Ka Namak' platform, which has
been a huge success for the brand, juxtaposes the 'kharapan'
of the product itself against the honesty and integrity of
ordinary Indians, reinforcing the brand's leadership
position, both in the marketplace and in the minds of Indian
consumers. The new Chutki Ki Chamak campaign takes this a
step further by bringing in the vitality of the new generation
— Is joshilay, furtilay bharat ki chamak mein ek chutki
ho hamari bhi… Isiliye, Tata namak ki har chutki main
hai Iodine ki wahi matra , sahi matra ; Tata Namak… Desh
Ka Namak!
Over the years, Tata Chemicals has put in place a strong
brand management, marketing and sales team. The effective
marketing initiatives are being backed on ground, by a team
of large clearing and forwarding agents (CFA) and distributors,
with a focus to service the market in an enhanced manner and
ensure greater market penetration.