Mary Kom endorses campaign for Tata Salt

24 Mar,2014

By a correspondent


Five-time World Boxing Champion and Olympic winner MC Mary Kom will be seen endorsing a campaign for Tata Salt. The campaign carries the brand philosophy of ‘Desh ka Namak’ forward and celebrates contemporary icons that are going beyond their own success and giving back to the country in their own areas of work.


The ad campaign tells the story of the inspirational icon, Mary Kom – an Indian pugilist who hails from a poor, tribal family from Manipur. Mary Kom’s journey is a humble and powerful human story that the TVC captures. She rose against several hardships to achieve success for herself and the nation in the international arena. Her vision of success however didn’t stop at medals and accolades; it encompassed her community and the nation.  She nurtures the dream to create many more Mary Koms who will put India on the world sports map.


Speaking on the new campaign, Ashvini Hiran, COO – Consumer Business, Tata Chemicals said, “Tata Salt is honored to be an integral part of 80 million households and it is the brand’s persistent effort to sustain this faith by providing a product of the highest quality. ‘Maine Desh Ka Namak Khaya Hai’ is reflection of the brand’s unflinching faith in the people of the country who are living the values of loyalty and are engaged in the holistic development of the nation.”


Speaking of the brand’s new campaign, Shalaka Kamat, Head Marketing – Consumer Product Business, Tata Chemicals said, “Tata Salt has evolved from being a packet of salt to being known as ‘Desh Ka Namak’. The new campaign celebrates people who compose the moral fabric of the country. There is none better than MC Mary Kom to illustrate the brand values. She exemplifies the commitment of every Indian towards the country. Her journey of becoming a global icon and working towards creating future icons is truly inspirational. ‘Maine Desh Ka Namak Khaya Hai’ aims to give people a platform to bring forth stories of other inspiring individuals doing their bit for the betterment of the community and the nation. With this initiative, ‘Desh ka Namak’ means to connect people through the core values of the brand making it a collective movement.”


K S Chakravarthy

KS Chakravarthy, National Creative Director of FCB Ulka said, “The new campaign ‘Maine Desh Ka Namak Khaya Hai’ will reinforce the brand’s core belief, “Every Indian believes that he/she is making a difference to the country. We wanted to carry the legacy of this iconic brand forward with the new campaign to illustrate the brand credo, ‘Maine Desh Ka Namak Hai’ we zeroed upon the story of MC Mary Kom. Hers is a story of courage and loyalty to the community that has the potential to inspire many. She literally lives the Tata Salt brand values.”


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