ADVERTISING - Film (TV & Cinema > 01 to 30 Seconds)

Yawn - Tata Consumer Products Limited - Tata Salt JPG
Yawn - Tata Consumer Products Limited - Tata Salt MP4 10s

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

Share:
Yawn - Tata Salt - Tata Consumer Products Limited

The First List

Entry Title: Yawn
Brand: Tata Salt
Client: Tata Consumer Products Limited
Entrant Company: Ogilvy, India
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 short ads where the tune featured in people’s everyday moments. To make the tune stick, we aired them repeatedly on TV, digital, and social media, and ran them during IPL in loop.

Results: The ads garnered immense love, Much like the salt, the tune was on everyone's tongues.
English Translation: 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.
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
AwardsEngine Logo