Tata I-Shakti unpolished dals unveils new campaign featuring Chef Sanjeev Kapoor

The  campaign  highlights  that shiny looking polished dals which are commonly available at nearby kirana store may have gone through different form of polishing using water, oil or even leather thus deteriorating  the quality of dals in terms of added moisture content and protein depletion. Whereas, Tata I-Shakti Unpolished dal does not go through any polishing and retains all the proteins naturally present in farm fresh dal. The campaign on natural and farm fresh Tata I-Shakti unpolished dal also intends to  educate the unaware consumers about the  polishing process and ill health effects of the shiny looking polished dals.  

 

Tata Chemicals’ future roadmap is to clearly leverage the geographical spread and the brand affinity it commands to further expand its market share. The company has a vision of making Tata I-Shakti unpolished dals a household name by the end of fiscal 2012-13. Speaking about the new campaign, Mr. Ashwini Hiran, COO  – Consumer Product Business, Tata Chemicals said, “Tata I-Shakti dals are unpolished, color sortexed and reach the consumer with maximum retention of Proteins. The new ad campaign aims to make consumers aware about the Tata I-Shakti ‘unpolished’ dals and their health benefits as compared to other packaged or loose polished dals sold in the market. It gives health-conscious consumers a convincing reason to buy these dals.”

 

Kapil Mishra, Executive Creative Director, Leo Burnette adds “When you have a message based on honesty and authenticity, the tone and manner in which it is delivered needs to be exactly the same – ‘honest and authentic’. The campaign seeks to highlight the varied crude processes that the dals go through and their effect on dal. It brings alive the product promise of Tata I-Shakti Unpolished dals - ‘Bina chamke sehat chamkaaye’.”