Madison World units, Platinum Outdoor and Madison Media, for their client Tata Salt, helped bring alive Mahatma Gandhi’s vision of a clean India on his 150th birth anniversary. An interactive installation with an inbuilt video with Mahatma Gandhi’s voice was displayed on M.G Road in Mumbai asking an important question – We walk on Mahatma Gandhi Road every day, but do we really walk on Bappu’s path?

With the brand’s position of ‘Desh Ki Sehat, Desh ka Namak’ being closely woven with Gandhi’s Salt Satyagraha, Tata Salt had set up an interactive installation that reminded people of Gandhi’s saying ‘Be the change you wish to see’. The campaign also builds on government’s ‘Swachata Hi Seva 2019’ campaign initiated as part of the ‘Swach Bharat Abhiyan’ initiative.

An installation of 6ft x 4ft LED screen was installed on a busy MG Road in Kala Ghoda, Fort area in Mumbai which reminded people about walking on Bapu’s parth. Using sound beam technology Bapu’s voice was targeted to the people passing by the footpath on the MG Road - “MG road /pe chalte ho, lekhin kya mere bataye huye raaste par chalte ho?”. Once the passerby stopped hearing Bapu’s voice, an AV on a digital screen appeared. A beach littered with garbage, as the person looks into Bapu’s eyes, visual of the littered beach transforms into a clean beach. When the person looks into Bapu’s eyes and take a pledge the visual transforms into a clean beach.

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The innovation was further amplified on TV news media.

Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd., said: “Tata Salt has always stayed true to its credo of ‘Desh ki Sehat, Desh Ka Namak’ and this initiative is our homage to the Father of the Nation. As the nation progresses to fulfil Mahatma Gandhi’s dream of cleanliness, this unique installation will bring alive the Mahatma’s thoughts and words on cleanliness and sanitation. People will be able to interact with images and sounds to truly understand the Mahatma’s dream of total sanitation for all and the importance of not just personal but also public hygiene. Just as nutrients like iodine are important to good health, good hygiene and sanitation are just as critical, and we hope the #BapuReminder initiative will instill in each one the aspiration to be a torchbearer for Swach Bharat Abhiyan.”

Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH, said: “Tata Salt is a brand that has always stood for a larger purpose and a better future. We couldn’t be happier that we’re associated with a brand that is making a difference through household items and contributing to improve the environment.”

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