Tata Salt Kicks-Off Puri Jagannath Ratha Yatra ’16 Celebrations with ‘Sehat ki Chuski’ Campaign

Marketing | July 8, 2016 | News

Tata Group

Staying true to the brand promise ‘Desh ki Sehat, Desh ka Namak’, Tata Salt kicked-off an innovative campaign to provide energy to pilgrims visiting Puri for the world renowned Jagannath Rath Yatra. The mass celebration in Orissa’s temple town is typically held in July - one of the hottest months in these parts of the country. The Tata Salt ‘Sehat ki Chuski’ campaign provides an easy to consume real time solution to keep pilgrims cool and combat dehydration in the severe heat.

During the Rath Yatra, pilgrims throng Puri to witness the divine procession over a 1.5 km stretch — all under a relentlessly blazing sun making it unbearably hot for most of them. Catering to more than 1 lakh pilgrims, Tata Salt will be seen distributing special “Energy Pops”, a handy energy ice bar made up of Tata Salt, lemon, sugar, and purified water which will help replace the lost salt content and improve absorption of water in the body, thus preventing dehydration. This mobile on-ground activation will be live at key touchpoints of the main Yatra road, where the pilgrims assemble. Customised Tata branded carts will be used for the distribution of the energy pops.

Speaking about the campaign, Sagar Boke, Head – Marketing, Consumer Products Business, Tata Chemicals stated, “India is a land of diverse cultures and festival. The Puri Yatra is one such festival where people travel from various parts of the world to witness the Yatra and celebrate. We wanted to create a moment of experience around this occasion that goes beyond product sampling, through unique product interventions. Providing energy bars that use Tata Salt as an ingredient is one such step. This will not only create a contextual product experience, but also make the consumers’ Yatra experience more pleasant. We hope that this activity will create a strong emotional connect amongst our consumers.”

Keeping up with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt launched the innovative campaign to provide energy to the pilgrims during the peak summer festival.

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