Tata Salt used Mother's day to release two new TVCs. The films created by Leo Burnett show the role mothers play in the development of their children's morals, as they look to inculcate honesty and decency in their children.
Commenting on the campaign, Ashvini Hiran, chief operating officer, consumer products business, Tata Chemicals, said, "It is commonly said that men are what their mothers made them. Through this TVC, we wanted to emphasise the significance of the contribution that a mother makes in nation building. The idea was to marry the core brand as well as the product value of honesty to the moral values inculcated in children by their mothers."
The campaign went on air on 'Mother’s Day', 13 May.
Kapil Mishra, executive creative director, Leo Burnett Mumbai, said, “Tata Salt symbolises the value of honesty and children learn their first lesson of honesty from their mothers. Thus, salt acts as the symbol of honesty, with which mothers should nourish their children every day. The simple and powerful idea is therefore that, if every mother decides that she will teach her children the virtue of being honest, nobody can stop the entire country from being honest."
The TVC will be accompanied by a social media campaign to be released shortly.
Client: Tata Salt
Agency: Leo Burnett
National creative director: KV Sridhar 'Pops'
Executive creative director: Kapil Mishra, Nitesh Tiwari
Creative director: Rupesh Kashyap
Writer: Shivil Gupta, Ankur Jain
Client servicing: Nitesh Thattasery, Vivek Kumar Duggal
Director: Sanjay Shetty
Producer: Vishal Kharat
Associate producer: Karthik Bhat
DOP: Harendra Singh
Music director: Rajat Dholakia
Post production studio: Famous Studio