ADVERTISING - Digital & Social Media (Social > Influencer Marketing)

Selfie - Tata Consumer Products Limited - Tata Salt JPG
Selfie - Tata Consumer Products Limited - Tata Salt MP4 1m:52s

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

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Selfie - Tata Salt - Tata Consumer Products Limited

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Entry Title: Selfie
Brand: Tata Salt
Client: Tata Consumer Products Limited
Entrant Company: Ogilvy, India
Description: AN AD THAT DID NOT LOOK LIKE AN AD.

Background: We did a TV campaign featuring 11 ads, to bring Tata Salt’s 36-year-old iconic tune back into people's lives. But promoting them digitally posed a challenge. People don’t watch ads. Especially online.

Idea: So, we took a different approach inspired by how the internet works. We kept it real and authentic because that is what tends to go viral. Like a sneaky peek into celebrities’ lives. We decided to do an ad with Kajol, a famous Indian celebrity. Only, it didn’t look like an ad.

Execution: We filmed it like paparazzi footage, showing Kajol casually singing iconic our tune. The ad had no branding, no logo, no product. And to add to its organic feel, instead of Kajol sharing it online, we had the paparazzi post it instead. They’re even bigger celebrities online than the celebrities they capture. This led people to think it wasn't an ad. So, they watched it and loved it.

Results: The ad went viral, reaching over 31.5M people with 8M views and 150K likes. It also drew attention to our entire 11-ad campaign.
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.

The Kajol Selfie Ad:
Guy: Excuse! Ma'am, ma'am, ma'am. …Ma'am …Ma’am …Ma’am.
Kajol: Tata Salt!
Guy: Ahaan...One... One...
*Clicks picture.*
Guy: One more with this.
Guy: One more...
Kajol: Security!
Company Credits: Ogilvy, India
Company Credits: Goodmorning 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: Apoorva Jain – Group Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits: Shahrukh Irani – Executive Creative Director & Copywriter, Ogilvy Mumbai
Individual Credits: Saurabh Kulkarni – Executive 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: Anvita Dutt - Director, Goodmorning Films
Individual Credits: Tavishi Gawri - Producer, Goodmorning Films
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