NEW DELHI: Coinciding with Mother’s Day, Tata Salt, which uses ‘Desh ka namak’ as its slogan, has brought out a new television commercial that lays emphasis on the contribution of mothers in nation building by inculcating honesty and decency in their children every day.

The camapign is developed by Leo Burnett Mumbai.

This simple yet insightful TVC, which will air from 13 May, captures a mother’s desire to see her child grow up to be a good human being by instilling the values of integrity, humility and honesty.

The TVC captures several routine situations which showcase these qualities imbibed in a child’s behaviour and ends with a message that urges mothers to give their children a pinch of honesty every day, just like they would inevitably sprinkle salt on food.

Tata Chemicals Ltd consumer products business COO Ashvini Hiran said, “The idea was to marry the core brand as well as the product value of honesty to the moral values inculcated in the children by their mothers. This campaign goes on air on Mother’s Day and with this commercial we have underlined the importance of unfailingly imparting values in children on a daily basis.”

Leo Burnett Mumbai ECD Kapil Mishra added, “Tata Salt symbolises the value of honesty and children learn their first lesson of honesty from their mothers. Thus, salt acts as the symbol of honesty, with which mothers should nourish their children every day.”

Mishra added, "The simple and powerful idea is that if every mother decides that she will teach her children the virtue of being honest, nobody can stop the entire country from being honest."

Initially, the campaign will roll out on ATL and BTL media. In the second phase, an interactive social media campaign would also be explored.