Tata Salt Adds a Pinch of Salt for Auspicious Beginnings at Simhastha Kumbh 2016

Marketing | May 17, 2016 | News

Tata Group Kumbh Mela

Tata Salt, a pioneer in the Indian branded salt market, launched a creative campaign titled ‘Shubh Bhojan ki Shubh Shuruwat’ at the holy Simhastha Kumbh Mela 2016. A mass pilgrimage of faith, the Ujjain Simhastha narrates Indian customs and traditions through spiritual gatherings once in every 12 years. In light of this ritual, Tata Salt aims to restore the long lost tradition of having a pinch of salt before a meal. Salt is believed to be auspicious, life-giving, and life-preserving. The campaign philosophy is to honor this ancient belief and restores the rightful place of salt in the Indian thali, and thus ensuring the several health benefits.

Salt is considered divine in Hindu culture and a gift of salt is considered to be a potent symbol of good luck. Though salt consumed in daily diets, many have forgotten its importance and significance with time. In order to re-introduce the ancient belief, Tata Salt distributed one lakh   branded thalis to 15 akharas in order to serve food to devotees visiting the Kumbh Mela. The plates have been designed with a special section for salt, so that the auspicious bhojan can commence with a pinch of Tata Salt - thus spreading salt’s age-old glory among the masses. The innovative campaign was supported by a larger initiative wherein 35 tonnes of Tata Salt was distributed to the akharas to be used in preparation of meals. Spread over a period of four weeks, the campaign plans to reach approximately 50 lakh pilgrims.

The ‘Shubh Bhojan ki Shubh Shuruwat’ campaign was launched at the Simhasth Kumbh Mela 2016 as a restoration of the long lost tradition of having a pinch of salt before a meal.

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