Tata Salt has reintroduced its well-known jingle ‘Namak ho Tata ka… Tata Namak’ as part of a new campaign aimed at highlighting the role of iodine in supporting children’s mental development.
The campaign features eight short brand films that incorporate the jingle into various everyday settings. These include scenes from homes, schools, weddings, and social gatherings, with the aim of showing Tata Salt as a regular presence in Indian households.
Created by Ogilvy, the films are set in different cultural contexts, including Hindi-speaking regions, Bengali homes, and Marathi families. The campaign launched with four films during the IPL season.
In one film, a schoolteacher uses the jingle to explain the benefits of iodine. In another, the product is shown in the background of a household setting, tying the salt brand to daily meals and routines.
Ms. Deepika Bhan, President – Packaged Foods, Tata Consumer Products Ltd., said, "This is a beautiful, natural follow-up to our last year's campaign, presenting the iconic jingle again in a refreshing way. ‘Desh ka Namak’ is more than just an emotion, it’s a promise built on quality, integrity, and generations of trust built over four decades. This campaign will deepen our bond with consumers and reaffirm our commitment to happiness, and trust in every home."
Anurag Agnihotri, Chief Creative Officer - Mumbai & Kolkata, Ogilvy, said, “Tata Salt wanted to tell people about building sharper minds through iodine addition. But how do you make something as vital as child's mental development impossible to ignore? So, we turned to the 80’s, an era that made everything unforgettable through a jingle. We took our iodine story, dressed it in 80s flair, and sent it through every corner of Indian life, from vidaais, to classrooms to kitty parties. This is our love letter to a golden era of advertising, reimagined for today’s India.”
Tata Salt continues to position itself as 'Desh Ka Namak', with the campaign intended to connect across generations while reinforcing the nutritional value of iodised salt.
