With the brand’s position of ‘Desh Ki Sehat, Desh ka Namak’, Tata Salt had set up an interactive installation that reminds people of Gandhi’s saying ‘Be the change you wish to see’. People passing on Mahatma Gandhi road are nudged by Bapu’s voice through a targeted sound-beam technology. Once the passer is intrigued by Bapu’s voice, he then interacts with the digital billboard.
The interactive screen reflects a visual of a beach littered with garbage and as the passerby looks into Bapu’s eyes, visual of the littered beach slowly transforms into a clean beach. Further, making him take the pledge to keep his city clean. This reinforces one of Bapu’s biggest message that of ‘Cleanliness is next to Godliness’. This interactive installation was exhibited on the October 1 and 2 at Mahatma Gandhi Road, Kala Ghoda, Fort, Mumbai.
Speaking on the initiative, Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd. said, “Tata Salt has always stayed true to its credo of ‘Desh ki Sehat, Desh Ka Namak’ and this initiative is our homage to the Father of the Nation. As the nation celebrates Mahatma Gandhi’s 150th birth anniversary, this unique installation with interactive images and sounds will help bring alive his thoughts and words on cleanliness and sanitation for all. Just as nutrients like iodine are important to good health, good hygiene and sanitation are just as critical, and we hope the #BapuReminder initiative will instil in each one the aspiration to be a torchbearer for a cleaner nation.”
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