Tata Sampann talks about embracing natural goodness in our daily meals in a new integrated campaign #GoodnessKiShuruaat
Tata Sampann, part of Tata Chemicals Ltd., has launched an integrated campaign to promote its newly introduced spices amongst the Indian homemakers. With an aim to penetrate the Indian spices market, the company has partnered Leo Burnett to create integrated communication that will run across TV, print, digital and retail platforms.
For its new range of spices, Tata Sampann has embraced the philosophy of natural goodness, which stems from pure and authentic ingredients which are sourced form the best farms in the country. Even the processing and the packaging ensures that natural goodness is retained from farm to fork, helping homemakers enrich everyday meals with extra nutrition and joy.
India’s finest chef Sanjeev Kapoor offers guarantee of purity and authencity of every pack of masala as a co-creator. The celebrity chef also features as the brand ambassador in the campiagn.
Based on this strong product differentiation, Leo Burnett initiated the “#GoodnessKiShuruaat” narrative to bring alive the brand’s focus on goodness and the benefits of its offering.
Richa Arora, Chief Operating Officer, Consumer Products, Tata Chemicals, said, "The term #GoodnessKiShuruaat is derived from the brand’s purpose to bring to our consumers the goodness of nature, for extra nourishment and extra joy. We do this by ensuring that the products we offer are of outstanding quality with ingredients sourced from the best of farms, and carefully combined to reach the kitchen exactly the way nature intended it to be. For Tata Sampann Masalas, our approach is no different. We aim to provide consumers with authentic spices that add rich flavour and aroma for authentic Indian cooking. We are delighted to see long months of intensive research and many formulations come to fruition.
With the #GoodnessKiShuruat campaign, we want to highlight the brand’s philosophy of superior quality delivered through a combination of taste and unique nutritional benefit, thus marking a new beginning of goodness.”
RajDeepak Das, Chief Creative Officer, Leo Burnett India commented on the campaign thought, “In this campaign we saw a great opportunity to portray the category differently. In every food film the story is always about the palate appeal. For Tata Sampann Masalas, we decided to go a step further and highlight the joy of cooking with great ingredients. We focused on the sourcing story. The film takes you on a journey to show you the love with which Tata Sampann gets the ingredients to you, just the way nature intended it to be.”
Watch the film here: https://www.youtube.com/watch?v=E-uSQXGwBmA&feature=youtu.be