Tata Salt, a market leader in the salt category has launched a campaign” ‘Namak ho Tata ka, Tata Namak‘. The campaign gives a modern twist to its iconic jingle while keeping its classic tune. The updated version of the jingle promises consumers a sense of excitement and joy, highlighting the brand’s enduring presence in Indian households.

Created by Ogilvy, the campaign includes a series of 11 fun and clever videos showing how the jingle is a part of various moments in consumers’ daily lives, establishing Tata Salt as a household name across India.

Highlighting the campaign, Deepika Bhan, president, of packaged foods – India, Tata Consumer Products, said, “Tata Salt is one of India’s most trusted and responsible brands. Its legacy as ‘Desh Ka Namak’ spans more than 40 years. The new campaign featuring its iconic jingle, which took birth in the 1980s, doffs a hat to the enduring appeal of the brand and its ability to evolve with the times. With this initiative, we also aim to deepen our connection with our audience and reinforce Tata Salt’s commitment to be part of their lives, promoting health and happiness.”

Anurag Agnihotri, managing partner, creative (West), Ogilvy remarked, “For most of our country, salt means Tata Salt. And Tata Salt means trust. It is a bond built on love. The new ‘Desh ka Namak’ campaign gives back the same love and trust that people place on a legacy, iconic brand. We put one of the most loved Tata Salt tunes back in people’s life, in moments that are as everyday as the salt itself. A movie scene, a kiss, a cat, an election rally and such things. We hope everyone likes the new ‘Desh ka Namak’ campaign and loves the brand the way they always have.”