Tata Salt, which recently tied up with the Indian Olympic Association (IOA) as the sponsor of the contingent heading to Rio for the upcoming summer games, has driven home its positioning as 'Desh Ka Namak' (Salt of the nation) yet again with a campaign around the contingent.
It has rolled out three films part of a 'Namak ke Waastey' (For the nation) campaign that urges support for the athletes going to Brazil. The campaign has been conceptualised by OgilvyOne.
Each of the films showcases an athlete who is not very well known, citing the work they put in, their inspiration and determination to succeed at the games, and invites the viewers to cheer them on. One of them is Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics at the age of 19. Another film features Babita Kumari, the young wrestler who won Gold at the 2014 Commonwealth Games. A third film stars Inderjeet Singh, the shot putter who brought India gold at the Asian Athletics Championships in 2015.
Each of the films end with the athlete saying that they're fighting for their country (Desh Ka Namak), as Tata Salt invites viewers to support the contingent with #NamakKeWastey.
Sagar Boke, head – marketing, Tata Chemicals, consumer products business, stated, “Over the last three decades, Tata Salt has gained the stature of ‘Desh ka Namak’. Taking this philosophy forward, the brand would play role of a catalyst to fuel the conversations around the topics that are important to the nation. Our campaign on Olympics is an effort in that direction. The brand Tata Salt intends to generate support for Olympians by virtue of its connect, stature and reach across the nation and gather millions to cheer for Indian Olympics contingent representing India at Rio. The stories of people like Shiva Thapa, Babita Kumari, Avtar Singh and Inderjeet Singh are very inspiring. It is very important to acknowledge and highlight the efforts of these people. I am touched and inspired by these stories. We also intend to generate conversations around the individual sports, hardwork that goes into making of an Olympian and lastly, how can citizens contribute to bring more cheers to the country.”
Vikram Menon, president and country head, OgilvyOne India, stated, “A massive number of Indians do not support, or even know about the Olympians who represent India on the global platform. We all know our popular sport persons' names and their backgrounds, but how many of us really know our Olympians' names, their sports, backgrounds, their challenges and difficulties? These Olympians have made immense sacrifices and qualified to represent our country, as one person from over a billion people who are good at a rarely heard of sport. The ideation for this campaign started with the need to support the journey of these Olympians and cheer them for representing India. We are extremely pleased to partner with Tata Salt and created the series of digital videos which aims at giving our viewers a reality check on the story of these athletes and to encourage people to support their journey to the Olympics.”
The campaign will run across digital, radio and TV. Tata Salt Limited edition Olympic packs will also be distributed with a call to action, where consumers can give a missed call and record their wishes to support the Indian Olympic contingent.
The brand has also launched the 'India’s Olympics Quotient' survey, which assesses Indian audience’s engagement with Olympics and aims to spark conversations around the same.
(Amended at 22.15 hrs on 24 July 2016. We had reported that there would be a fourth film featuring Avtar Singh, the judoka who bagged Gold at the 2016 South Asian Games. Tata Salt has clarified that there will be no film featuring Avtar Singh as part of this campaign. The error is regretted.)