Tata Salt has launched an ad campaign in Uttar Pradesh ‘Har Narangi Pack Tata Namak Nahi Hota’. The TVC, which went live on the brand’s YouTube channel in March 2022, highlights that not all orange packs of salt are Tata Salt and urges consumers to choose the original. The stated objective is to build awareness amongst consumers to not fall for lookalike products.
As part of an integrated campaign, multi-lingual films featuring actor Ravi Kishan are on air in Uttar Pradesh and its surrounding states.
Deepika Bhan, President, Packaged Foods, India, Tata Consumer Products, commented, “Imitator and counterfeit brands could cause concern to consumer health. Several look-alike brands have labels that often look identical to Tata Salt, and consumers mistakenly pick them up. However these imitation brands might not be able to deliver the expected benefits and the assurance of quality that vacuum evaporated Tata Salt can provide. This new 360-degree marketing campaign for Uttar Pradesh is an intervention to educate both trade and consumers to choose the real Tata Salt and thereby make the right choice for their wellbeing.”