Ad Campaigns
Tata urges people to question their Salt
MUMBAI: Tata Salt has launched its new campaign ‘Sawaal Kijiye Apne Namak se’ to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt is universal and one of the oldest food seasonings, there is limited knowledge about the quality of salt and its impact on health.
The TVC, conceptualised by Ogilvy and Mather, stars Konkona Sen Sharma and Tilottama Sharma as the protagonists. Designed as a series, each TVC has been shot to communicate specific product characteristics and quality markers with strong legs in digital, radio and experiential. The phases will highlight quality and purity as the key factors that consumers should consider whilst purchasing salt.
Ogilvy West chief creative officer Sukesh Nayak says, “The campaign had to urge consumers to question the purity of their salt. We demonstrated clinical tests which people can easily replicate at home.”
Tata Salt, over the years, has created a strong emotional connect with its property, ‘Desh Ka Namak’ and is now moving towards building a stronger narrative on health. The new campaign aims to bring forth the evaluation criteria for better-quality salt.
Tata Chemicals chief operating officer Richa Arora adds, “Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt.”
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.
