Case Study: How Tata Salt’s Chhath Puja campaign created awareness around women’s health

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TATA Chhat Puja

The case study on Tata Salt’s ‘Shakti Ka Samman’ explores the OOH innovation by the brand to connect to the TG on an emotional level and attempting to reinforce the importance of women’s health.

Every year women pray to Sun for the health of their families during Chhath Puja, but are they equally aware and alert about their own well-being and good health?

In alignment with its brand ethos, ‘Desh ki Sehat, Desh Ka Namak’, Tata Salt reinforces the relevance of women’s health through an OOH innovation with its ‘Shakti ka Samman’ initiative.

Category Introduction

The Indian salt industry is one of the largest in the world with several producers and a complex delivery network. Taking this as an opportunity, the Government promotes iodization of salt under the National Iodine Deficiency Disorders Control Programme (NIDDCP) to reduce the prevalence of iodine deficiency disorders (IDD) in the country.

The Government is further exploring the possibility of using double fortified salt with iron and iodine in nutritional programs to combat the twin challenge of IDD and anemia. This regulatory support along with rising health awareness is resulting in an increased shift towards branded packaged salt, with the segment growing by ~5% in FY 2018-19 and branded salt accounting for 88% of the total edible salt market.

Brand Introduction

Tata Salt has been named as one of India’s most trusted food brands since 2003 (By The Economic Times Brand Equity’s ‘Most Trusted Brands’ survey conducted by AC Nielsen).

Summary

Chhath Puja is probably one of the most awaited, revered and vastly celebrated festivals in North India (particularly Bihar). During Chhath Puja, women devotees offer prayers to the Sun God for the well-being and good health of their family by fasting and taking dips into the holy waters of Ganga.

Paradoxically while catering to their family’s well-being, women often neglect their own health. Through this unique campaign, ‘Shakti Ka Samman’ Tata Salt reinforced the importance of women’s health and encouraged male devotees to pledge for safeguarding their women’s health not only during the festival but also in daily life.

Problem Statement/Objective

Through this campaign, Tata Salt reinforced the importance of women’s health and encouraged male devotees to pledge for safeguarding their women’s health not only during the festival but also in daily life.

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Brief

An innovative approach to connect with consumers in an emotional and meaningful way reinforcing the importance of women’s health.

Creative Idea

Tata Salt used yet another innovative OOH platform to connect with its consumers on an emotional level. The campaign, ‘Shakti Ka Samman’ kicked off with an on-ground activation at Collectorate Ghat, Patna where the devotees were attracted to a huge illuminated installation in the shape of a woman praying for Chhath Puja.

The installation illuminated and became brighter with every oath taken by men by adding a pinch of salt to it. The more oaths taken, the installation illuminated even further symbolizing and drawing light towards the health and wellbeing of the women of our lives.

Shakti ka Samman Campaign in Patna

Challenges

Often for a large brand like Tata Salt, a one-on-one connects with its consumers on a regular basis becomes a bit challenging. Hence it becomes necessary to have a dialogue with our consumers where their lives interweave with our philosophy of ‘Desh ki Sehat, Desh Ka Namak’.

Execution

  • The campaign kicked off with an on-ground activity where 5000 + families witnessed ‘Shakti Ka Samman’ activity at Collectorate Ghat, Patna
  • The whole activity was captured in a video which had over 5 lakh views on YouTube
  • Considering news channels are widely followed during Chhath Puja due to the vibrant visuals, local and national news channels such as News 18, India TV, News Nation, Zee Bihar, and Zee Bharat covered the whole event extensively which further amplified the campaign
  • The press release was disseminated to all the media in Patna and Lucknow followed by A&M media in Mumbai

Shakti ka Samman Campaign in Patna

Results

-Quantitative:

  • 1000 Families took an oath
  • 5000 + footfalls at the activity zone, witnessed ‘Shakti Ka Samman’ activity
  • Through this campaign, Tata Salt garnered 23 media clippings. 19 in print, 2 in online and 3 in TV channels generating a PR value of INR 9,50,451
  • The YouTube video got over 5 lakh views

-Qualitative:

  • The campaign was well covered in CAT-A publications like Dainik Jagran, Dainik Bhaskar, Hindustan, Prabhat Khabar, Rashtriya Sahara, ET-Brand Equity, etc. and national TV channels like News 18 and India TV.

Quotes

Speaking about the initiative, Sagar Boke, Head –Marketing, Consumer Products Business, Tata Chemicals stated, “During Chhath Puja, women worship the Sun and pray for the health and prosperity of their family. Ironically while catering to their family’s well-being, women often prioritize the family over their own health. To ensure that the health of this ‘Vratis’ is taken care of every day, we got the families to take oaths and reciprocate their sacrifices and pledge for ‘Shakti Ka Samman’. We are extremely pleased with the response and look forward to bring about a positive change in women’s health and through this build the health of our nation.”

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