By: M4G Bureau
Last updated : March 12, 2019 10:15 am
The brand’s ‘Kumbh Kay Shravan’ initiative was aimed at helping the elderly with transportation at the Kumbh Mela
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.
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.
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.”