Tata Salt bags two awards at MAA Worldwide Globe Awards

An on-ground activation done by Tata Salt, ‘Sehat Ki Chuski’, has been awarded with ‘The Red Globe for The Best Campaign in the World’ and ‘Best Product Launch or Re-launch Campaign’ at 31st MAA Worldwide Globe Awards, held at Washington, USA. The campaign was ideated and executed by The Brand Brewery (TBB), an experiential marketing agency. ‘Sehat ki Chuski’ campaign was concentrated on the health of the Jagannathan pilgrims through a two-day on-ground activity consisting of distribution of Energy Popsicles (“Energy Pops”) made of Tata Salt, lemon, sugar and purified water. Interestingly, the campaign has been carried out for the past two years by the brand.

An idea was conceived specially to cater to the health of pilgrims in Puri. More than 15 lakh devotees gather every year, enduring the humid weather conditions and the possibility of dehydration. The “Sehat ki Chuski” campaign outdid itself with its humanitarian approach and far-reaching benefits. First executed in the 2016 Puri Jagannath Rath Yatra, the campaign made a repeat appearance at the pilgrimage ever since, owing to its emotional connect with the target audience. Recognising the campaign’s underlying social intentions, the office of the Puri District collector conferred it with two prime locations next to the temple, an advantage given to no other brand at the festival.

Expressing joy at the company’s achievement, Pradyumn Tandon, Founder-Managing Director, The Brand Brewery, said, “We are elated to be associated with the very prestigious Marketing Agencies Association (MAA). It is a high point in the journey of our company, since we’re recognised with the world’s best and awarded the Red Globe, the highest accolade at the ceremony. I would like to congratulate team TBB for their hard work and innovation and our partner brands for their trust in us. We at TBB strive to offer such unique and innovative campaigns for the best brands in the world”.

Praising the campaign designed by Brand Brewery for its exceptional insight Sagar Boke, Head – Marketing, Consumer Products 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’. It goes beyond being more than just a tastemaker. These awards are also a testimony to compelling marketing work emanating from India that is being recognised on a global platform.”

The MAA Worldwide 2018 Global Summit hosted the 31st MAA Globes, awarding 46 gold, silver and bronze category Globes.  With a stringent shortlisting process, the entries were judged by 160 judges from the industry.