MAM
Tata Salt revives iconic jingle in ‘Desh Ka Namak’ campaign
Mumbai: Tata Salt, a pioneer and market leader in India’s branded iodised salt segment, has launched a unique campaign that breathes new life into its iconic jingle, ‘Namak ho Tata ka, Tata Namak’. The multi-asset campaign celebrates the brand’s ubiquity as ‘Desh Ka Namak’, resonating with the youth and also capturing the pulse of India. It offers a new outlook with a fresh spin to the jingle while retaining its timeless signature tune.
The 2.0 version of ‘Namak ho Tata ka, Tata Namak’ jingle promises its consumers an element of surprise and delight; it also introduces a refreshed perspective on its enduring presence in households across India. Conceptualized by Ogilvy, the campaign includes a series of 11 light hearted yet quick-witted films showcasing the jingle’s presence in various moments of a consumer’s daily life, therefore making it an omnipresent ‘Desh ka Namak’ brand.
Through these innovative immersive experiences, Tata Salt, one of the most loved brands in the country, aims to build a deeper connection with its consumers across generations and establish itself as a brand that resonates with the values and aspirations of today’s audience.
Commenting on the campaign, Tata Consumer Products president, packaged foods – India Deepika Bhan said, “Tata Salt is one of India’s most trusted and responsible brands. Its legacy as ‘Desh Ka Namak’ spans more than 40 years. The new campaign featuring its iconic jingle, which took birth in the 1980s, doffs a hat to the enduring appeal of the brand and its ability to evolve with the times. With this initiative, we also aim to deepen our connection with our audience and reinforce Tata Salt’s commitment to be part of their lives, promoting health and happiness.”
Ogilvy managing partner, creative (West) Anurag Agnihotri said, “For most of our country, salt means Tata Salt. And Tata Salt means trust. It is a bond built on love. The new ‘Desh ka Namak’ campaign gives back the same love and trust that people place on a legacy, iconic brand. We put one of the most loved Tata Salt tunes back in people’s life, in moments that are as everyday as the salt itself. A movie scene, a cat, an election rally and such things. We hope everyone likes the new ‘Desh ka Namak’ campaign and loves the brand the way they always have.”
As a pioneering brand, Tata Salt’s unwavering commitment to quality and customer satisfaction has made ‘Desh ka Namak’ one of the most loved brands. It not only sets the standard for purity of salt in the country, but also advocates for combating iodine deficiency across the nation.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
