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Tata Salt’s “Namak ke Waastey cheers Indian athletes

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01 Aug 16
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Tata Salt’s “Namak ke Waastey cheers Indian athletes Udaipur : Tata Salt, a pioneer in the Indian branded salt market recently launched a significant campaign,“Namak ke Waastey”that aims at catalyzing conversations and generate mass support for the Indian Olympians. While sport has been a binding force that transcends the social and economic barriers to unify the citizens of the country, we as Indians have been sparing in terms of showing our love and support towards only a few sports. Often coming from humble backgrounds, our Olympianstirelessly work towards their goal of winning a medal for the country, with minimal support due to their sheer passion for sports and love towards the country.
Tata Salt has tied up with India Olympics Association (IOA) as a proud sponsor of Indian Olympics contingent and is dedicated in generating awareness about less sensational sports and win mass support for the players representing the nation at Rio this year. While the campaign brings forth their stories of hard work, determination, hope and most of all, the pride of representing India at the Olympics, the objective is to spark the change from indifference to mass support amongst a nation of 1.2 billion people.“NamakkeWaastey” is a step forward in Tata Salt’sjourney of augmenting consumer trust over the years, through innovative brand building and distinctive campaigns. The campaign supports Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics at the age of 19; BabitaKumari, the young wrestler who won gold at the 2014 Commonwealth Games; Inderjeet Singh, the shot putter who brought India gold at the Asian Athletics Championships in 2015; and Avtar Singh, the judoka who bagged gold 2016 South Asian Games in their efforts to represent India at a global level. The campaign went live earlier this month with a series of videos, expressing the athletes’ undying spirit and passion to win. The videos have been crafted in a manner which instills a sense of empathy, pride and drives the nation to unite and support these athletes.
The brand signed up with lesser known faces for the campaign with the intention of providing them well deserved recognition and appreciation.“Namak ke Waastey”is a marketing campaign that employs digital and social media, radio, TV, and activation to get its message across to the masses. Through its wide distribution base, Tata Salt Limited edition Olympics packs will reach out to over 7cr households across the nation with a call to action, where consumers can give a missed call and record their wishes to support the Indian Olympic contingent.
Speaking on the campaign, VikramMenon, President & Country Head, Ogilvy One Indiastated, “A massive number of Indians do not support, or even know about the Olympians who represent India on the global platform.
As part of the campaign and its execution, research and development was imperative.Tata Salt also launched the “India’s Olympics Quotient”survey,which assesses Indian audience’s engagement with Olympics and aims to spark conversations around the same. Tata Salt is also the title sponsor for the marathon, “The Great India Run: JeetHarKadam Par”, whichis symbolic of sportsmanship and the mass support for Indian Olympians at Rio

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