Bangalore, March 22, 2013:
Tata Chemicals Ltd, the pioneers and leaders in the national branded iodised salt category, today unveiled a brand new ad campaign of Tata Salt for Karnataka market, featuring the popular Kannada actress Ramya.
The new campaign establishes the key product differentiator of “purity” of vacuum evaporated Tata Salt, by questioning the viewers, “Have you checked the salt?” taking a direct route of urging the
people to check the salt they are consuming in their day to day life.
The new ad campaign features Ramya demonstrating the purity test in two situations (super market and consumers’ homes). While the campaign retains the core value of “purity” of the brand, it emphasises on the demonstration (Tata Salt Purity Test) as reason to believe.
Commenting on her association with the Tata Salt, Ramya said, “I was really very happy when I was approached by Tata Salt to endorse the brand. I have seen it used in my house since I was a little girl. I
actually saw the purity test and was astonished at the difference between Tata Salt and other salts. People must take more care and check their salt, which is an essential ingredient of everyday cooking.”
Speaking about the new campaign, Mr. Ashvini Hiran, COO – Consumer Product Business, Tata Chemicals said, “Every pack of iodised Tata Salt comes with a promise of purity ensured through its
vacuum-evaporation manufacturing process. The purity test clearly establishes that Tata Salt is purer, as compared to other packaged or loose salts available in the market. Salt being an important
ingredient of everyday cooking, through this campaign we aim to educate consumers about the need for its purity”.
I like ramya she is so sweaty