Advertising
Film

Beats
Brand: Tata Salt
Client: Tata Consumer Products Limited
Entrant: Ogilvy, India

The First List

Entry Title:	Beats
Brand:	Tata Salt
Client:	Tata Consumer Products Limited
Entrant Company:	Ogilvy, India
Title:	1 Election
Title:	2 Kisses
Title:	3 Fight
Title:	Cats
Title:	5 Crying 6 Sheep 7 Old Man 8 Parrot 9 Market 10 Yawn 11 Snore.mp4
Description:	FROM AN 80'S JINGLE TO TODAY'S EARWORM. Background: For most of India, salt means Tata Salt. And Tata Salt means trust. But a brand that’s been on top of India’s kitchen shelves, shopping carts, and dining tables for 40 years, wasn’t on top of people’s minds. Idea: So, we decided to make its 36-year-old iconic tune ‘Namak ho Tata ka, Tata Namak’, an earworm for today’s audience. We brought it back into people's lives, in moments that are as everyday as the salt itself. Execution: We made 11 short ads where the tune featured in people’s everyday moments like yawning, shopping, kisses, election rallies, etc. To make the tune stick, we aired them repeatedly on TV, digital, and social media, and ran them during IPL in loop. Results: The campaign garnered immense love, reaching over 6.2M digitally, with 15.8M impressions and 13.6M views, totaling a reach of 169M. Much like the salt, the tune was on everyone's tongues.
English Translation:	FILM 1: Election Crowd: Long live the Chaiman! Man: Let's now hear from Mr. Chairman. Politician *taps on the mic*: Tap, tap, tap. …Tap …Tap …Tap. Crowd cheers: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 2: Kisses *Mother kisses her daughter* Mother: Kiss, kiss, kiss. …Kiss …Kiss …Kiss. Daughter: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 3: Fight Director: Action! Hero: Hiyaa! *Hero throws punches at the villains* Hero: Dhish, dhish, dhish. …Dhish …Dhish …Dhish. Hero: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 4: Cats Cats: Moew, meow, meow. …Meow …Meow …Meow. Cat: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 5: Crying Guy: Sob, sob, sob. …Sob …Sob …Sob. Girl: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 6: Sheep Sheep: Baa, baa, baa. …Baa …Baa …Baa. Shepherdess: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 7: Old Man Son: Sorry, father. *Hammers a nail into the wall* Son: Tak, tak, tak. …Tak …Tak …Tak. Old man (in the picture): Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 8: Parrot *Parrot squawks* Guy: Shhh... *Parrot squawks again* Crow: Caww, caww, caww. …Caww … Caww … Caww. Parrot: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 9: Market *Chaotic sounds of a bustling market* Hawkers: Ma'am, ma'am, ma’am. …Ma’am … Ma’am … Ma’am. Lady customer: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 10: Yawn Employee: Yawn, yawn, yawn. …Yawn …Yawn …Yawn. Office help: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India. FILM 11: Snore Man: Snore, snore, snore. …Snore …Snore …Snore. Woman: Tata Salt! Voiceover: If it's salt, it should be Tata Salt. Product Window: Tata Salt. The salt of India.
Company Credits:	Ogilvy, India
Company Credits:	Pick Films
Individual Credits:	Kainaz Karmakar – Chief Creative Officer, Ogilvy India
Individual Credits:	Harshad Rajadhyaksha – Chief Creative Officer, Ogilvy India
Individual Credits:	Sukesh Nayak – Chief Creative Officer, Ogilvy India
Individual Credits:	Anurag Agnihotri – Chief Creative Officer & Copywriter, Ogilvy India – West
Individual Credits:	Shahrukh Irani – Executive Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits:	Saurabh Kulkarni – Executive Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits:	Apoorva Jain – Group Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits:	Anushree Roy – Creative Controller, Ogilvy Mumbai
Individual Credits:	Vivek Verma – Executive Vice President, Account Management, Ogilvy Mumbai
Individual Credits:	Divya Sethi – Senior Vice President, Account Management, Ogilvy Mumbai
Individual Credits:	Rohini Bhowmik – Account Management team, Ogilvy Mumbai
Individual Credits:	Nehal Pandey – Account Management team, Ogilvy Mumbai
Individual Credits:	Ganapathy Balagopalan – Deputy Chief Strategy Officer, Ogilvy India
Individual Credits:	Russel John – Associate President, Planning, Ogilvy Mumbai
Individual Credits:	Ajinkya Pawar – Senior Vice President, Planning, Ogilvy Mumbai
Individual Credits:	Mitali Bakhai – Senior Planning Director, Ogilvy Mumbai
Individual Credits:	Shayak Dady Roy - Director
Individual Credits:	Nuppurr Agarwwaal - Producer, Pick Films
Individual Credits:	Aayush Dua - Producer, Pick Films