Press releases

Tata Salt unveils 'Maine Desh Ka Namak Khaya Hai' campaign

A multi-media campaign that features the story of India's star boxer Mary Kom and also illustrates the brand's beliefs with a new narrative

Mumbai: Tata Salt, a pioneer in the Indian branded salt market launched a new campaign titled 'Maine Desh Ka Namak Khaya Hai' that featured the story of five-time world boxing champion, Olympic winner, MC Mary Kom. For over a decade, Tata Salt has lived up to its image of being the 'Desh ka Namak' by depicting its faith in the people of the country through every day acts of honesty, loyalty and integrity which are the core values of the brand. The latest campaign carries the brand's philosophy forward and celebrates contemporary icons that go beyond their success and give back to the country in their areas of work. One such individual is MC Mary Kom.

The ad campaign tells the story of the inspirational icon, Mary Kom; an Indian pugilist who hails from a poor tribal family from Manipur. Mary Kom's journey is a humble and powerful human story that the TVC captures. She rose against various hardships to achieve success for herself and the nation in the international arena. Her vision of success however didn't stop at medals and accolades; it encompassed her community and the nation. She nurtures the dream to create many more 'Mary Koms' who will put India on the world sports map. Today, she works to pass-on her boxing legacy to students at her boxing academy.

Speaking on the new Tata Salt campaign, Ashvini Hiran, COO, Consumer Business Tata Chemicals said, "Tata Salt is honored to be an integral part of 80 million households and it is the brand's persistent effort to sustain this faith by providing a product of the highest quality. 'Maine Desh Ka Namak Khaya Hai' is reflection of the brand's unflinching faith in the people of the country, who live by the values of loyalty and are engaged in the holistic development of the nation."

Speaking of the brand's new campaign, Shalaka Kamat, head marketing - consumer product business, Tata Chemicals said, "Tata Salt has evolved from being a packet of salt to being known as the 'Desh Ka Namak'. The new campaign celebrates people who compose the moral fabric of the country. There is no one better than MC Mary Kom to illustrate the values of the Tata Salt brand. She exemplifies the commitment of every Indian towards the country. Her journey of becoming a global icon and working towards creating future icons is truly inspirational. 'Maine Desh Ka Namak Khaya Hai' aims to give people a platform to bring forth stories of other inspiring individuals doing their bit for the betterment of the community and the nation. With this initiative, 'Desh ka Namak' intends to connect people through the core values of the brand making it a collective movement."

KS Chakravarthy, national creative director of FCB, Ulka said, "The Tata Salt brand needs no introduction. The new campaign 'Maine Desh Ka Namak Khaya Hai' will reinforce the brand's core belief. We wanted to carry the legacy of this iconic brand forward with the new campaign to illustrate the brand credo, 'Maine Desh Ka Namak Hai' where we zeroed down on the story of MC Mary Kom. Hers is a story of courage and loyalty to the community that has the potential to inspire many. She literally lives by the Tata Salt brand values."

Throwing light upon the new campaign, Shoojit Sircar, director of the TVC, said, "It is a matter of great pride to be associated with one of the biggest consumer brands (Tata Salt) in the country. The TVC is an emotional journey of a girl who rose against circumstances to become the MC Mary Kom that she is, bringing glory to the nation and then starting a new journey to give back to the country, becoming a true example to others."

Expressing her pleasure on being associated with Tata Salt – 'Desh ka Namak', MC Mary Kom, said, "My journey of becoming a boxer has been challenging yet fruitful. I have strived to achieve my dream of representing India at the highest level with utmost honesty and complete devotion towards the sport. I very much relate to the values represented by Tata Salt - honesty and loyalty. I believe an individual's responsibility is not only limited to his or her own accomplishments but towards the nation and its people. Thus the 'Maine Desh Ka Namak Khaya Hai' and the association with Tata Salt feel natural, almost automatic."

As a part of 'Maine Desh Ka Namak Khaya Hai' campaign, Tata Salt rolls out its digital media campaign, where the brand will encourage users to share inspiring stories of people they know who made a difference to the nation. Individuals can log on to www.deshkanamak.com to share these stories.