Tata Salt's'Sehat ki Goonj' reverberates across Kolkata

Tata Salt, a pioneer in the Indian branded salt market, celebrated “Durga Puja-2016”, in Kolkata, keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’. Tata Salt launched an innovative campaign called ‘Sehat ki Goonj’ or “Swasth er Protidhwani” as called in Bengali language in order to help women understand the problem related to Anemia, a disease prevalent among Indian women and children.

A ‘shankh’ or conch holds high regard in Hindu religion and culture. The sound of the sea shell is believed to eradicate all negative energies and usher in wellbeing before the start of something new or auspicious. Bengali women are ardent believers of this and they too blow the conch to ward off negativity. In line with that thought, Tata Salt Plus ushered its “Sehat ki Goonj” campaign where a large conch was put up at the FD Block Salt Lake City pandal. At the pandal, women were invited to blow the conch and the decibel units produced by them while blowing a conch for over 15-20 seconds was recorded. Since blowing a conch requires strength and stamina, the decibels produced by each women gave an insight into the health of women at large. Through this activation, Tata Salt Plus aimed to showcase that iron plays an important role in making a person healthier and stronger.

Speaking on the innovation, Sagar Boke, Head – Marketing, Consumer Products Business, Tata Chemicals, stated, “55% of women and 73% of children in India are iron deficient, which makes us one of the worst hit iron deficiency anemic countries in the world. We strongly believe that women and children hold the power to achieving India’s true potential. Durga Puja is festival that celebrates the power of a goddess and Durga Puja celebrations are the most significant in Kolkata. This provided Tata Salt Plus the perfect opportunity to reach out to more than 1.5 million people in Kolkata and spread awareness regarding the seriousness of fighting anemia.”