Tata Chemicals offers ‘namak’ to Draftfcb+Ulka, retains I-Shakti for Leo Burnett

01 Oct,2013

By A Correspondent


Tata Chemicals has announced the appointment of Draftfcb+Ulka as its creative agency for Tata Salt, and Leo Burnett for its Tata I-Shakti foods portfolio. This announcement comes after a competitive multi-agency pitch. According to a communiqué, Tata Chemicals has identified its food business as a strategic priority for growth and therefore decided to engage two creative agencies.


It may be recalled that there was a controversy around the Tata Salt Lite radio spots that won Leo Burnett four metals at the Creative Abby earlier this year. The issue had reached the Tata Chemicals bosses and ethics board which finally got Leo Burnett to withdraw the entries.


Meanwhile, the release announcing the appointment added: “Tata Salt was recently reported as one of the Top 10 consumer product brands in India by the Kantar Worldpanel’s Brand Footprint 2013. Tata I-Shakti unpolished pulses were awarded the ‘Product of the Year- 2013’. It was also awarded the ‘Emerging Brand Award’ by the ‘World Brand Congress’ at the ‘Brand Leadership Award 2013’.”


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