'Desh Ka Namak' shares a strong emotional connect with the country. The term has a deep cultural connotation with its meaning of loyalty, integrity, and giving back to the society and country. Even as the socio-cultural dynamics in a society evolve, the desire to give back to the society through the values of honesty and integrity has not changed.

The TVC brings alive the brand philosophy through one of India's most inspirational icons-Mary Kom, the Indian pugilist from Manipur who is also a 5-time World Champion and Olympic medallist. Mary Kom's journey is a humble but powerful human story. She hasn't stopped there and sat back on her achievements and accolades; she wants to contribute to the society for all the support and the fame she has received. She believes the best way of paying back is by creating more champions like her who will put India on the global sports map.

To give people a platform to bring forth stories of other inspiring individuals doing their bit for the betterment of the community and the nation. With this initiative, 'Desh ka Namak' means to connect people through the core values of the brand making it a collective movement.

The task was to design a communication programme that would enhance brand linkage of Rotary with its initiatives in India and create a strong affinity towards the organization and its efforts.