Ad Campaigns
Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign
MUMBAI: Tata Salt, a pioneer in the Indian branded salt market, today kicked off celebrations at the Puri Jagannath Ratha Yatra 2016. A mass pilgrimage of faith, the world renowned festival takes place every year at Puri, the temple town in Odisha typically during the month of July, which is one of the hottest months of the year. Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt has launched an innovative campaign called ‘Sehat ki Chuski’ in order to provide energy to pilgrims visiting Puri for the Jagannath Ratha Yatra.
The pilgrim town is thronged by devotees to witness the divine procession over a 1.5 kilometre stretch, where the heat can be unbearable for most. Identifying this need, Tata Salt ideated an easy to consume real time solution to keep pilgrims cool and energised during the festival, thereby combatting dehydration. Catering to more than 1 lakh pilgrims, Tata Salt will be seen distributing special “Energy Pops”, a handy energy ice bar made up of Tata Salt, lemon, sugar and purified water which will help replace the lost salt content and improve absorption of water in the body thus preventing the pilgrims from getting dehydrated. This mobile on- ground activation will take place at key touchpoints of the main Yatra road, where the pilgrims assemble in mass and a customised Tata branded cart will be used for the distribution of energy pops.
Speaking on the innovation, Tata Chemicals Consumer Products Business head marketing Sagar Boke stated, “India is a land of diverse cultures and festival. The Puri Yatra is one such festival where people travel from various parts of the world to witness the Yatra and celebrate. We wanted to create a moment of experience around this occasion that goes beyond product sampling, through unique product interventions. Providing energy bars that use Tata Salt as an ingredient is one such step. This will not only create a contextual product experience, but also make the consumers’ Yatra experience more pleasant. We hope that this activity will create a strong emotional connect amongst our consumers,”
Also known as the Festival of Chariots, Puri Jagannath Ratha Yatra is the oldest Rath Yatra taking place in India and the World, having been celebrated for more than five thousand years.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
