Tata uses 'salt art' to celebrate India's constitution

On the occasion of India's 70th Republic Day, Tata Salt, has rolled out a video conceptualised by Ogilvy.

 

The film features a salt artist depicting various features of the constitution such as equality, secularism, freedom of expression, fundamental rights and duties of the citizen among others. It highlights the work done by APJ Abdul Kalam, Mahashweta  and Dr. Babasaheb Ambedkar.

 

Sagar Boke, head – marketing, consumer product business, Tata Chemicals, said, “Tata Salt aims to create relevant conversations on the days of national importance. For this Republic Day, our communication idea is to let the citizens know the privileges of being part of the world’s largest democracy and the importance of 26 January as the date that officially made us the republic. Our rights and privileges are more like Salt in our food. They often go unnoticed and we realise their importance when missing. We have used salt art as a medium to communicate this message. ”