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Tata Salt, a pioneer in the Indian branded salt market recently launched a significant campaign, ‘Namak ke Waastey’ that aims at catalysing conversations and generate mass support for the Indian Olympians. While sport has been a binding force that transcends social and economic barriers to unify the citizens of the country, we as Indians have been sparing in terms of showing our love and support towards only a few sports.
Often coming from humble backgrounds, our Olympians tirelessly work towards their goal of winning the medal for the country, with minimal support and due to sheer passion for sports and love towards the country.
Tata Salt has tied up with India Olympic Association (IOA) as a proud sponsor of the Indian Olympics contingent and is dedicated in generating awareness about less sensational sports and win mass support for the players representing the nation at Rio this year.
While the campaign brings forth their stories of hard work, determination, hope and most of all, the pride of representing India at the Olympics, the objective is to spark the change from indifference to mass support amongst a nation of 1.2 billion people.
‘Namak ke Waastey’ is a step forward in Tata Salt’s journey of maintaining consumer trust over the years, through innovative brand building and distinctive campaigns. The campaign supports Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics at the age of 19; Babita Kumari, the young wrestler who won gold at the 2014 Commonwealth Games; Inderjeet Singh, the shot putter who brought India gold at the Asian Athletics Championships in 2015; and Avtar Singh, the judoka who bagged gold 2016 South Asian Games in their efforts to represent India at a global level.
The campaign went live earlier this month with a series of videos, expressing the athletes’ undying spirit and passion to win. The videos have been crafted in a manner which instills a sense of empathy, pride and drives the nation to unite and support these athletes.
As part of the campaign and its execution, research and development was imperative. Tata Salt also launched the India’s Olympics Quotient survey, which assesses Indian audience’s engagement with Olympics and aims to spark conversations around the same.