This campaign created by Ogilvy takes a leap forward with Iodine’s role in mental development.
Mumbai: Inspired by the overwhelming consumer love for its ‘Namak ho Tata ka… Tata Namak’ campaign last year, India’s No.1 iodized salt brand, Tata Salt, returns with a fresh new edition of ‘Namak Ho Tata Ka… Tata Namak’. This 2.0 version builds on the deep emotional connect forged with households across the country, reimagining the iconic jingle to spark renewed love, connection and purpose.
The new campaign features eight heartwarming and playful brand films that elevate the nostalgic melody while delivering a powerful message: Tata Salt, with the right amount of iodine, supports children’s mental development, building a healthier, sharper, and stronger generation for the nation. Reinforcing its position as Desh Ka Namak, the campaign celebrates Tata Salt’s unmatched product trust and functionality in an entertaining, engaging, and musical format.
Conceptualized by Ogilvy, the multi-asset campaign captures slice-of-life moments, from lullabies and classrooms to kitty parties, weddings, and everyday family scenes, portraying Tata Salt as an inseparable part of Indian homes.
Rooted in culture, the films reflect everyday life across Hindi heartland families, expressive Bengali homes, and emotionally rich Marathi households. The storytelling also resonates across generations, celebrating real, authentic moments.
In one film, a teacher uses a nostalgic jingle to teach the importance of iodine in a familiar school setting, blending education with emotion. Another showcases a lively Hindi-speaking household, where Tata Salt quietly supports every culinary tradition and loving exchange. With its nostalgic yet catchy tune, the campaign proudly reaffirms Tata Salt as Desh Ka Namak, reaching millions with its infectious rhythm and timeless message during IPL.
Commenting on the campaign, Deepika Bhan, President – Packaged Foods, Tata Consumer Products Ltd., said,“ This is a beautiful, natural follow-up to our last year’s campaign, presenting the iconic jingle again in a refreshing way. ‘Desh ka Namak’ is more than just an emotion, it’s a promise built on quality, integrity, and generations of trust built over four decades. This campaign will deepens our bond with consumers and reaffirms our commitment to health, happiness, and trust in every home.
Anurag Agnihotri, Managing Partner – Chief Creative Officer (West), Ogilvy India, added, “Tata Salt wanted to tell people about building sharper minds through iodine fortification. But how do you make something as vital as a child’s mental development impossible to ignore? So, we turned to the 80’s, an era that made everything unforgettable through a jingle. We took our iodine story, dressed it in the 80s flair, and sent it dancing through every corner of Indian life, from vidaais, to classrooms to kitty parties. This is our love letter to a golden era of advertising, reimagined for today’s India.”
Watch the films here: https://youtu.be/43olT6Pj6GY