How Tata Salt played ‘Shravan’ at the Kumbh
By M4G Bureau - March 12, 2019
The brand’s ‘Kumbh Kay Shravan’ initiative was aimed at helping the elderly with transportation at the Kumbh Mela
Kumbh Mela, being densely populated, can get particularly challenging for the elderly and specially-abled devotees, especially to walk the last mile to the banks of the river for their holy dip. Further, with no public transportation allowed on this stretch, devotees are left with no choice but to walk the path. Tata Salt, Desh Ka Namak, stepped in to provide comfort to all such devotees with its ‘Kumbh Kay Shravan’.
The initiative seems to have been inspired from the story in Ramayana, in which Shravan Kumar carried his specially-abled and elderly parents on his back during 40 pilgrimages. Tata Salt’s ‘Kumbh Kay Shravan’ too was aimed at assisting elderly devotees with mobility at the Kumbh festival.
A customized coach, ‘Seva Vaahan’ was built to ensure the safety and comfort of the devotees, which was lifted by ‘Kumbh Kay Shravan’, ferrying the elderly devotees for the holy dip.
These ‘Shravans’ not only helped the devotees complete the last mile, but also handed them a ‘Daan Kalash’ containing Tata Salt and uncooked grains to be given as charity to the less fortunate ones. This act of charity is believed to be the final ritual that marks the successful completion of the spiritual journey.
Commenting on this initiative, Sagar Boke, Head, Marketing, Consumer Product Business, Tata Chemicals Ltd., said, “Kumbh is a very auspicious occasion where pilgrims from across the country come to take a dip in the holy Ganges.
The elderly and disabled face challenges to cover the end mile distance where no vehicles are allowed. Tata Salt, which is lovingly christened “Desh Ka Namak”, facilitated this last mile journey thereby engaging with consumers in an interesting manner. At Tata Salt, we believe in connecting with our consumers in a meaningful way thereby becoming a quintessential part of their lives.”
Speaking on the campaign, Pradyumn Tandon, Founder & MD, The Brand Brewery, the agency that conceptualised & executed the campaign said, “We at TBB always strive to give simple yet innovative campaign ideas to our clients, ensuring seamless product integration, leading to effective desired results. It’s a delight to work for brands like Tata Salt who are equally enthusiastic to promote innovative methods of marketing.”