MAM
Tata Sampann’s new campaign, ‘#LautAayiDiwali’ is a nostalgic ode to Diwali memories
MUMBAI: Tata Sampann, which has a strong presence in everyday nourishing Indian food, today launched its new campaign #LautAayiDiwali, marking one of the most anticipated festivals of the year. The campaign kicked off with an emotional digital film that brings out nostalgic memories of Diwali,celebrating the true taste and essence of the festival.
The digital-forward campaign aligns with Tata Sampann’s brand promise of ‘Sarvagunn Sampann– Wholesome Taste and Nutrition’.All of us have fondmemories of what Diwali used to be in our childhood, and how the festive savories cooked by our mothers, aunts and grandmothers brought the home together, making the festival flavorsome. This year, Tata Sampann aims to celebrate these memories and the spirit of Diwali through #LautAayiDiwali as an ode to the very nostalgia of a perfect Diwali. The brand has also co-created exclusive downloadable Diwali Recipes with Master Chef Sanjeev Kapoor with a chance of a meet and greet for winners.
Commenting on this new campaign, Sagar Boke, Head, Marketing, Consumer Products Business, Tata Chemicals Ltd., said, “Diwali is not only a festival of lights that illuminates love in our hearts, it is also a festival that has several beloved memories attached with it that touch the soul.Food is often an integral part of those memories. There was joy not only in relishing the food but also in the whole family being involved in the preparation process. We have used this insight to activate our campaign ‘#LautAayiDiwali’. Idea is to create a narrative on reliving the old memories and experience the joy of cooking together. We hope that this campaign will create a positive nudge and build affinity for brand Tata Sampann.”
Indian celebrity chef, Sanjeev Kapoor, further added, “Mithai and desserts are the heart and soul of any Indian festival. During Diwali, everyone indulges in sweets and snacks and often cherishes the memories of their mothers’ or grandmothers’recipes. When you cook at home with pure and authentic products, they not only taste good but are also hygienic and nutritious. I am happy to partner with Tata Sampann’s #LautAayiDiwali campaign as it brings back all the nostalgia of our dear ones and relates beautifully to what Diwali and Diwali food stands for.”
Speaking about the campaign SachinKamble, National Creative Director, Leo Burnett India said,“The world today has moved forward at a breakneck speed. And in this haphazard rush to be futuristic, we felt people may have forgotten to pause, take a step back and reflect. That’s exactly what we did with Tata Sampann. There is nothing like nostalgia to bring back all those precious Diwali moments with Tata Sampann. Our campaign aims to make us a mainstay in every Indian kitchen, this Diwali.”
The concept of the digital film revolves around the togetherness and joyousness that a family shares during Diwali. Diwali is a festival of happiness and home-cooked savories are an integral part of it which brings back all the nostalgic memories of our dear ones, with whom we have shared some of our best Diwali memories.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
