DELHI: Coinciding with Mothers 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.
camapign is developed by Leo Burnett Mumbai.
simple yet insightful TVC, which will air from 13 May, captures
a mothers desire to see her child grow up to be a good
human being by instilling the values of integrity, humility
TVC captures several routine situations which showcase these
qualities imbibed in a childs 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.
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 Mothers Day and with this commercial we have underlined
the importance of unfailingly imparting values in children
on a daily basis.
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.
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
the campaign will roll out on ATL and BTL media. In the second
phase, an interactive social media campaign would also be