Tata Salt beats the heat with 'Sehat ka Charger' campaign

Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt launched this campaign aimed at creating awareness on the importance of salt and water in fighting dehydration during the summers

The key objective behind this campaign was to give relief to the ‘pillars of our nation’ such as traffic policemen, autorickshaw drivers, bus drivers, and consumers during the unbearable summers.

"The ‘pillars of our nation’ work tirelessly under the hot sun for hours together. During the extreme summers, especially in cities close to the ‘Tropic of Cancer’, people sweat a lot and the body tends to lose water and essential minerals such as sodium and potassium which needs to be replaced on a timely basis," a Tata statement claimed.

Tata Salt also roped in India’s most well-known consultant nutritionist and health expert Hena Nafis who educated the consumers about how the extreme heat can also lead to loss of energy, fatigue and dizziness leading to physical exertion. In line with this insight, Tata Salt ideated an easy to consume, real time solution to keep consumers hydrated and energized.

Catering to a large gathering, Tata Salt distributed special “Energy Shots”, an energy drink made of Tata Salt and purified water. 

Speaking on the innovation, Sagar Boke, Head –Marketing, Consumer Products Business, Tata Chemicals stated, “Nowadays, people are extremely careful about their health and often monitor how many calories they consume. However, they can often be negligent when it comes to monitoring their consumption of water and essential minerals. During the summers, consumers believe that drinking water is the one-stop solution to all problems that include fatigue, dehydration and dizziness among others. However, many are unaware of the fact that the root cause of these is the loss of sodium and essential minerals from the body. As a brand, we would like to educate people about this in an innovative way which is why we chose to provide energy shots that use Tata Salt as an ingredient and help replenish the lost salt from the body. We hope that this activity will create a strong emotional connect amongst our consumers and take us a step further in creating an iron strong nation.”

The campaign serves the dual purpose of staying hydrated and avoiding extended exposure to the sun and heat during the daytime.