Tata Salt, an Indian iodized salt brand, has launched a campaign titled, “Tez Baccho Se Hi Toh Tez Desh Banta Hain”. The campaign focuses on the vital role of normal mental growth in children and highlights the importance of providing them with sufficient iodine, a crucial micronutrient essential for cognitive development.
The centerpiece of the campaign is a film featuring a caring mother having a conversation with her daughter during a meal. The mother expresses her concerns about her daughter’s science project, scholarship, computer exam, and school contest. To her relief, the confident daughter, who also holds the position of school captain, responds with reassurance, singing, “No problem Mummy, no problem!”. The film captures the mother’s act of gently sprinkling Tata Salt into her cooking, symbolising the nourishment and mental sharpness fostered by the optimal amount of iodine.
Watch the film here:
The campaign seeks to raise awareness about the significance of iodine in children’s mental development and emphasises Tata Salt’s commitment to providing a reliable source of iodized salt for households across the country. Through this film, Tata Salt aims to inspire parents to make informed choices and ensure their children’s well-being by incorporating iodized salt into their daily meals.
Speaking about the campaign, Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products, said, “Tata Salt is unwavering in its commitment as a guardian of the nation’s health. We understand that the right amount of iodine is essential for a child’s mental development and strive to provide this in each and every bag of Tata Salt .. aakhir ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’.”
This musical film, directed by Shwetabh Varma, has been scripted by Expresso and brought to fruition by the brand’s creative strategy and execution partners, NorthSide Brand Works Pvt. Ltd. and Prime Focus Technologies Ltd.
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