Tata Salt Associates with Puri Administration to Revitalize Devotees at Jagannath Rath Yatra’ 17

by  EVENTFAQS Bureau Marketing | July 3, 2017 | News

Tata Salt The Brand Brewery Rural Marketing

Tata Salt, a pioneer in the Indian branded salt market, recently kicked off celebrations at the Puri Jagannath Ratha Yatra 2017 through its innovative new campaign ‘Sehat ki Sawari’. Continuing with its commitment from the last year, Tata Salt wanted to live up to its reputation of being a responsible brand that has time and again contributed towards the betterment of society.

This year, Tata Salt tied up with the Puri District Collectors Office to revitalize devotees on a larger platform and ensure that their yatra is well taken care of. Leveraging this association Tata Salt distributed innovative Tata Salt Popsicles called - Sehat ki Chuski, the ORS popsicles, at key locations.

These ORS popsicles are special handy energy ice bars made up of Tata Salt, lemon, sugar, and mineral water, which helps replenish the lost salt content and improve absorption of water in the body to prevent one from getting dehydrated. Tata Salt distributed Sehat ki Chuski posicles through an innovative miniature ‘Sehat Rath’ and mini ‘Sehat Ki Sawaari Carts’ that ensured the masses were provided with refreshing energy popsicles while they waited under the scorching heat.

Speaking about the innovation, Sagar Boke, Head – Marketing, Consumer Products Business, Tata Chemicals stated, “Tata Salt is extremely pleased to be present at the Jagannath Rath Yatra again this year after successfully serving the pilgrims last year. This time, in association with the Puri District Collectors Office we’ve moved a step further to cater towards the wellbeing of the society. Every year there are hundreds of dehydration cases reported where Yatris suffer from exertion & dizziness.  We wanted to take up this cause & provide a rightful solution. We created a platform around this Insight and created simple ORS popsicles which kept masses hydrated throughout their Yatra.”

The campaign is another feather in the golden cap of Tata Salt and their executing partners, The Brand Brewery, who have previously created successful campaigns like Shubh Bhojan ki Shubh Shuruwaat and Sehat ki Chuski.