Tata Salt SuperLite asks users to take high sodium with a pinch of salt

Watch the film conceptualised by Ogilvy here

Mar 31, 2022 04:32:00 AM | Video | Campaign India Team

Tata Salt has extended its low sodium salt portfolio with the launch of SuperLite and rolled out a film for the same.
 
Conceptualised by Ogilvy, the film features actor Supriya Pathak and aims to communicate how Tata Salt SuperLite has 30% less sodium than the regular iodised salt. In the film, cooks are being instructed to use less salt to cook in order to reduce health risks related to sodium intake. Pathak has a solution for that and states that instead of reducing the salt, it's time to change it.
 
Deepika Bhan, president, packaged foods - India, Tata Consumer Products, said, “Our latest innovation - India’s first 30% low sodium salt is carefully formulated for the needs of health-conscious consumers. The launch of Tata Salt SuperLite gives consumers who make careful considerations for their lifestyle a trusted option. We are committed to growing this category over the coming years and offer consumers a high-quality option in the process.”
 
Sukesh Nayak, chief creative officer, Ogilvy India, added, "Today more and more people are health conscious and the common phrase often heard in their house is ‘namak kam kar’. We used this insight to create a musical lead by the cooks in the house which informs people that apart from reducing salt, they also have the option of considering India's first 30% low sodium salt.”