Tata Salt rings the city with ‘Sehat ki Goonj’ campaign this Dussehra

Posted by: at 10/14/2016 06:21:00 am

New Delhi, October 14th, 2016: Tata Salt, a pioneer in the Indian branded salt market, celebrated “Dusshera-2016”, a festival that is celebrated to mark the victory of good over evil, at Delhi.  Dussehra is celebrated with the reenactment of the famous “Ram-Leela” play based on Ramayan, in Delhi’s Ramleela maidan. Crowds gather in thousands to watch the play that pans over four evenings which starts with a costumed parade by all the performers. Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt launched an innovative campaign called ‘Sehat ki Goonj’ in order to spread awareness among women about anemia, which is highly prevalent among Indian women and children.

Tata Salt rings the city with ‘Sehat ki Goonj’ campaign this Dussehra

Tata Salt rings the city with ‘Sehat ki Goonj’ campaign this Dussehra

A ‘Shankh’ or conch holds high regard in Hindu religion and culture. The sound of the sea shell is believed to eradicate all negative energies and usher in wellbeing before the start of something new or auspicious. Women are ardent believers of this and during Durga pooja, they blow the conch to ward off negativity. Keeping with the brand promise, Tata Salt Plus “Sehat ki Goonj” campaign set up a large conch as an installation at the Ramleela Maidan. Women were invited to blow the conch and decibel units produced by them while blowing a conch for over fifteen to twenty seconds were recorded. Since blowing a conch requires strength and stamina, the decibels produced by each women gave an insight into the health of women at large. Through this activation, Tata Salt Plus aimed to showcase that iron plays an important role in making a person healthier and stronger.

Speaking on the innovation, Mr. Sagar Boke, Head –Marketing, Consumer Products Business, Tata Chemicals stated, “Indian mythology and religion are beautifully painted with the most colourful tale of our Lord Rama and his wife Goddess Sita. Lord Rama fought with great valor to get back his wife who was abducted by the evil king Ravana. We at Tata Salt, view anemia as an evil that has afflicted our country, where 55% of women and 73% of children in India are iron deficient. People across Delhi flock to Ramleela and this provided Tata Salt Plus the perfect opportunity to reach out to more than 11 lakh people in Delhi and educate them regarding the seriousness of being an anemic nation.”

Ramleela was started over one hundred and eighty years ago by the Mughal king Bahadur Shah Zafar for his army and people and it is one of the oldest traditions that the capital city can boast of. Tata Salt Plus will also be carrying out the ‘Sehat ki Goonj’ campaign at the FD Block Salt Lake City pandal in Kolkata.

About Tata Chemicals

A part of the over US$ 100 billion Tata Group, Tata Chemicals Limited, is a global company with interests in businesses that focus on LIFE —Living, Industrial and Farm Essentials. The story of the company is about harnessing the fruits of science for goals that go beyond business.

Through its Living Essentials portfolio, the company has positively impacted the lives of millions of Indians. Tata Chemicals is the pioneer and market leader in India’s branded iodised salt segment. Extending its portfolio from salt to other food essentials, TCL unveiled India’s first national brand of pulses in 2010, followed by a range of spices in 2015. Tata Chemicals has been rated as one of the top 10% in Business and Consumer brands across all industry and consumer brand categories in India by Superbrands.

The company’s Industry Essentials product range provides key ingredients to some of the world’s largest manufacturers of glass, detergents and other industrial products. Tata Chemicals currently is the world’s second largest producer of soda ash with manufacturing facilities in Asia, Europe, Africa and North America. 

With its Farming Essentials portfolio, the company has carved a niche in India as a crop nutrients provider. It is a leading manufacturer of urea and phosphatic fertilizers and, through its subsidiary Rallis, has a strong position in the crop protection business.

The Tata Chemicals Innovation Centre is home to world class R&D capabilities in the emerging areas of nanotechnology and biotechnology. The company’s Centre for Agri-Solutions and Technology provides advice on farming solutions and crop nutrition practices.

In line with its mission, ‘serving society through science’, the company is applying its expertise in sciences, to develop high-tech and sustainable products.
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