Tata Salt Harnesses Sun’s Energy to Engage Devotees at by Facilitating Chhath Puja

Marketing | November 1, 2017 | News

Tata Salt

Tata Salt, a pioneer in the Indian branded salt market, has always undertaken numerous experiential marketing initiatives and leveraged cultural and festive occasions to connect with its consumer. In line with this, Tata Salt today kicked off its ‘Har Pal Ujjawal’ campaign in Deo, Bihar, to celebrate Chhath Puja with the devotees.

Chhath Puja, the biggest festival in Bihar which takes place annually, and is devoted to the worship of Sun- the God of light and energy. The festive town, Deo, is thronged by more than 10 lakh devotees annually who observe a fast and camp at the kund overnight, eagerly waiting for the sunrise to make their offerings to the rising sun. It is ironic that, at a festival which is dedicated to the God of Light, one of the major issues faced is the lack of sufficient light.

Identifying this need, Tata Salt ideated a clean and renewable source of light to offer the sun’s energy to the devotees. The brand placed solar panels along the banks of the kund to absorb the sun’s energy during the day and use it for illuminating the kund at night. These solar panels charged an artificial sun installation built by Tata Salt and placed at the very center of the kund over the floating bed. The idea behind this solar powered sun was to provide the devotees with sun’s blessings and energy at nightfall, thereby illuminating their lives.

The solar panels will be a permanent fixture even post the campaign comes to an end to ensure that the initiative not only provides a joyous experience to the devotees but also provides the temple staff with light through a clean-energy source.

Speaking of the innovation, Sagar Boke, Head –Marketing, Consumer Products Business, Tata Chemicals stated, “Chhath Puja is a renowned thanksgiving festival devoted to the Sun God where thousands of devotees camp at riverbanks without basic necessities like light and electricity. We wanted to offer a tangible solution for this issue to make worship hassle-free. Through installing solar panels for the devotees, we not only sparked a smile amongst the worshipers but also addressed the long-term issue of insufficient light around the area. With this initiative, we hope to make our consumers’ har pal ujjawal.”

Chhath Puja, the biggest festival in Bihar which takes place annually, and is devoted to the worship of Sun- the God of light and energy.

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