Description
India’s most trusted salt brand, Tata Salt has long been a part of everyday life. Back in the 80s it was created to solve iodine deficiency in Indians. But people were slowly moving back to cheaper alternatives. It was time to remind them that the salt created to make Indians healthier is still at it. Tata Salt wanted to talk about sharper minds through iodine fortification. But how do you make something as vital as a child’s mental development impossible to ignore? So, we turned to the 80s, an era that made everything unforgettable through a jingle. We took our iodine story, dressed it in 80s flair, and sent it through everyday moments, from vidaais to classrooms to kitty parties. At the heart was the jingle ‘namak ho tata ka… tata namak’, crafted to carry the message effortlessly. Nostalgic yet fresh, it made iodine memorable while staying a catchy earworm across settings.
