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TATA Salt's eye catchy innovation at Kumbh Mela

By Satarupa Chakraborty - June 28, 2016

Branded paper plates feeding devotees upped the visibility quotient for TATA Salt at the crowded Kumbh Mela.

Staying true to its brand ethos, Tata Salt, the leading and most trusted edible salt brand in India, targeted its TG at Kumbh Mela through branded paper plates in which the prasad was served. Amidst a number of innovations by hundred of brands, the salt major upped its visibility quotient.
 
Executing the campaign, Pradyumn Tandon of Brand Brewery explained, "Though salt is an integral part of our food, we had to dig deep for its association with cultural heritage. We found out that salt was believed to be divine, life-giving, life-preserving and a potent symbol of good luck. Salt was also  the first thing to be served on an auspicious occasion. We wanted to give salt its rightful place in Indian thaalis. That's how we came up with the idea of branding paper plates.”
 
One lac of such branded thaalis fed lakhs of devotees through multiple akharas (places where food is served to the worshippers). The thaali initiative was supported by a larger initiative where 35 tonnes of salt was supplied to various akharas. "We not only fed the stomachs of 50 lakh pilgrims but we also fed their perceptions about salt,” concluded Tandon.

https://youtu.be/Yv0blxqQz5I



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