Press releases


Tata Salt’s Sehat ki Chuski campaign wins two awards at the 31st MAA Worldwide GLOBES

The only entrant to win MAA Red Globe Award 2017 for best campaign in the world

May 15, 2018, Mumbai: Tata Chemicals today announced that its Sehat ki Chuski campaign has won two awards at the prestigious 31st MAA Worldwide Globe Awards, including the Gold Award and the prestigious MAA Red Globe Award 2017. The campaign was conceptualised by the company’s marketing agency, The Brand Brewery India. The award ceremony was held at the 2018 MAA Worldwide Summit held in Washington DC on May 14, 2018. The Tata Salt Sehat ki Chuski campaign emerged victorious against entries from the UK, Russia, Japan, Brazil, Australia, Canada, Cambodia and Thailand.

Mr. Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals said, “We are delighted that our campaign used an innovative product to enhance the overall experience of pilgrims at Jagannathan Ratha Yatra – while bringing the attribute of salt as a key ingredient to prevent dehydration. The campaign got tremendous positive response on the ground helping us to reiterate Tata Salt’s brand proposition of ‘Desh Ki Sehat, Desh Ka Namak.’ These awards are also a testimony to compelling marketing work emanating from India that is being recognised on a global platform.”

The Sehat ki Chuski campaign was launched specifically to help pilgrims facing the risk of dehydration due to the heat during the Jagannath Rath Yatra, while creating awareness about Tata Salt. Conceptualised and executed by The Brand Brewery, this unique campaign concentrated on the health of the Jagannath pilgrims through ground activity consisting of distribution of ice-candies (“Energy Pops”) made of Tata Salt, lemon, sugar and purified water. The candies were distributed through colorfully designed carts located at key streets in Puri.

Pradyumn Tandon, Founder & Managing Director, The Brand Brewery said, “The Tata Salt campaign used Sehat ki Chuski “Energy Popsicles” to battle dehydration in the hot and humid weather during the Jagannath Rath Yatra festival. We are delighted that our efforts have resonated with the community and have also been recognised.”

About Tata Chemicals
A part of the over US$ 100 billion Tata Group, Tata Chemicals Limited, is a global company with interests in businesses that focus on LIFE —Living, Industrial and Farm Essentials. The story of the company is about harnessing the fruits of science for goals that go beyond business.

Through its Living Essentials portfolio the company has positively impacted the lives of millions of Indians. Tata Chemicals is the pioneer and market leader in India’s branded Iodised salt segment. Extending its portfolio from salt to other food essentials, TCL unveiled India’s first national brand of pulses, followed by a range of spices. Tata Chemicals has been rated as one of the top 10% in Business and Consumer brands across all industry and consumer brand categories in India by Superbrands™.

The company’s Industry Essentials product range provides key ingredients to some of the world’s largest manufacturers of glass, detergents and other industrial products. Tata Chemicals currently is the world’s third largest producer of soda ash with manufacturing facilities in Asia, Europe, Africa and North America. With its Farming Essentials portfolio the company through its subsidiary Rallis, has a strong position in the crop protection business. The Tata Chemicals Innovation Centre is home to world class R&D capabilities in the emerging areas of food sciences, nanotechnology and biotechnology.

For more information please contact:
Tata Chemicals Ltd
R Nanda | Keya Muriya
Tata Chemicals Ltd.
Tel: +91 22 66657860 |+ 91 9819635036

Vilas Bade |
Adfactors PR
Mobile: 8007771343