The Brand Brewery Durga Puja and Dusshera campaign-TATA Salt
This festival season, the people of Kolkata and Delhi celebrated the victory of good over evil, albeit in a different manner. In both the cities, as the magnificent festivities of Durga Puja and Dusshera respectively hit a crescendo, a campaign by The Brand Brewery (TBB) -- a leading experiential marketing agency – became the talk of the town.
The campaign aptly christened Sehat-ki-Goonj was conceived and executed by TBB for India’s first iron fortified salt brand Tata Salt Plus. The inimitable initiative aimed at creating awareness about anaemia which is highly prevalent among women as well as children in India.
In Kolkata, TBB chose the setting of Durga Puja to spread the message of health because the festival that pans over four days is one of the most opulent celebrations in the City of Joy and sees lakhs of enthusiasts participate in the revelry. The brilliantly accomplished campaign centred around a simple premise that Bengalis, especially women, follow as a tradition – that blowing a conch will eradicate all negative energies and usher in wellbeing before the start of something new or auspicious.
In tandem with this thought, TBB envisaged the maverick campaign by connecting it with the aspect of health. As part of Sehat-ki-Goonj, a massive conch was placed at the FD Block Salt Lake City pandal. Women were then invited to blow the conch and the decibel units that they produced while blowing it for over 15 to 20 seconds were recorded. Every participant was gifted a free hamper which included a one kg Tata Salt Plus pack while those who won or crossed the set decibel were given a bigger hamper.
It is a known fact that blowing a conch requires enough strength and stamina. Through Sehat-ki-Goonj, TBB cracked upon the idea of using the conch as a medium to spread awareness for the campaign and bank upon the tradition of blowing a conch to eliminate evil.
Said Mr Pradyumn Tandon, Founder and Director, TBB, “About 55% of women and 73% of children in India are iron deficient, which makes us one of the worst-hit anaemic countries in the world. We felt that in a city like Kolkata, Durga Puja celebrations are the best way to reach out to women especially since the festival also symbolises the power of a goddess.”
The campaign was popularly referred to as ‘Swasther Protidhwani’ in Kolkata. A special Sehat-ki-Goonj tune was also recorded for the occasion based on the ragas ShuddhaKalyan and Bhairav– both known for celebrating good health and end of evil.
Meanwhile in Delhi, as large crowds participated in achieving proverbial victory by celebrating the burning of Ravaanat the iconic Ramlila Maidan, team TBB preferred to focus upon their health. A similar conch was also placed at the venue where women were invited to blow it and the decibel levels were checked. While it was Durga Puja in Kolkata to reach out to a larger demographic, in Delhi it had to be Dusshera celebrations. It is the day when millions relive mythology and rejoice the victory of good over evil as they witness the enactment of Rama killing Ravana.
Added Tandon, “In Delhi, we thought Dusshera was the best occasion since that is when huge crowds throng this venue to participate in Ravaandahan. Tata Salt also looks at anaemia as an evil that needs to be wiped out of our country. Hence it was a perfect opportunity to reach out to people, especially women and talk about the menace.”
During the campaigns, 950 kg of Tata Salt Plus was distributed in Kolkata and 580 kg of Tata Salt Plus was distributed in Delhi.
TBB has successfully conceived and executed several other campaigns for Tata Salt during festivities which provide the perfect setting to reach out to more and more people. The campaigns have helped in projecting the brand as the official health keeper of the nation with its purest form of salt. The Sehat ki Goonj campaign was an extension to this thought especially with the Tata Salt Plus variant that is India’s first iron fortified iodised salt that is known to provide up to 50% of the Recommended Daily Allowance of iron.