Tata Salt Unveils ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’ Campaign


Tata Salt is every Indian mother’s ally in raising a strong and sharp nation through her children

India, May 24, 2023: Tata Salt, a pioneer and market leader in India’s iodized salt segment, has unveiled a captivating campaign titled: ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’, which aligns with the brand’s core theme of ‘Desh Ki Sehat, Desh Ka Namak’. This campaign emphasizes the crucial role of normal mental growth in children and highlights the significance of providing them with adequate iodine—a key micronutrient vital for cognitive development.

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At the heart of the campaign is an endearing film depicting a caring mother engaged in a conversation with her daughter during mealtime. Expressing her concerns about her daughter’s science project, scholarship, computer exam, and school contest, the mother receives a reassuring response from her confident daughter, who also happens to be the school captain, singing, “No problem Mummy, no problem!” The film beautifully captures the mother’s act of delicately sprinkling Tata Salt into her cooking, symbolizing the nourishment and mental sharpness nurtured by the ideal amount of iodine.

Speaking about the campaign, Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products, said, “Tata Salt is unwavering in its commitment as a guardian of the nation’s health. We understand that the right amount of iodine is essential for a child’s mental development and strive to provide this in each and every bag of Tata Salt .. aakhir ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’..”

Tata Salt takes immense pride in its specialized high-end process, ensuring that every serving delivers the optimal amount of iodine. This commitment to proper iodization has supported the larger efforts to foster normal development of mental sharpness and cognitive abilities in children, contributing to their overall growth and development. By empowering children to unlock their full potential, the brand believes they will become the driving force behind building a sharper nation—a nation with bright minds and a promising future.

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Tata Salt’s advertising campaigns, like ‘Har Sawaal Uthega’ and ‘Shuddhta Sachai Ki’ in the recent past, have consistently celebrated the everyday acts of love for the nation and underscore the importance of cultivating small deeds of honesty. By emphasizing the significance of raising sharp kids for a better nation, the newcampaign continues the tradition and reinforces a deep-rooted respect for the greater good and encourages individuals to play their part in nation-building.

This heart-warming musical film directed by Shwetabh Varma has been scripted by Expresso and brought to fruition by the brand’s creative strategy and execution partners, NorthSide Brand Works Pvt. Ltd. and Prime Focus Technologies Ltd.

The ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’ campaign by Tata Salt is slated to roll out and captivate audiences across various media platforms, including television, digital, and social media channels.

About Tata Consumer Products Limited:

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann and Tata Soulfull.  In India, Tata Consumer Products has a reach of over 201 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 13,783 Crs with operations in India and International markets. 

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