Tata Salt, a dominant player in India’s iodized salt market, has launched a new campaign featuring actress Kajol to promote Tata Salt Himalayan Rock Salt. In the campaign, Kajol endorses the product as ‘Deshka No.1 Rock Salt’, highlighting its superior quality and the trust associated with the Tata brand.
Tata Salt Himalayan Rock Salt, part of Tata’s premium product range, is widely appreciated for its consistent quality and Ayurvedic benefits. With Tata’s strong brand reputation, it has solidified its position as the preferred choice for rock salt in the country.
Speaking about the association, actress Kajol said “It is a pleasure and a privilege to be associated with an iconic brand like Tata Salt, something I have grown up using. Rock Salt is part of India’s ancient tradition, recommended by Ayurveda for its health benefits. With the assurance of Tata’s trust, it’s a great product for the entire family.”
Deepika Bhan, President, of Packaged Foods-India, Tata Consumer Products, said, “Tata Salt is the pioneer of branded salt in the country and has been loved and recognized by consumers as the gold standard of purity and quality. We bring the same expertise to make sure consumers get a brand they can trust when they want to buy rock salt. We are excited about the opportunity to build the emerging rock salt category”.
Anurag Agnihotri, CCO-West, Ogilvy mentioned, “The new Tata Salt Himalayan Rock Salt campaign talks of bringing home the enduring trust of Tata in every pinch. To bring this campaign to life, we partnered with Bollywood icon Kajol, a beloved figure who resonates with the heart of India, just like the name, Tata.”
The digital film, starring Kajol, will be showcased across multiple platforms, targeting consumers who appreciate premium salt and are interested in the health advantages of rock salt in their daily lives. This campaign aims to reinforce Tata Salt’s leadership in the market while educating consumers about the unique benefits of Tata Salt Himalayan Rock Salt.
