For the past couple of weeks the world’s focus has been on the Olympics in Rio. Even in India, the Indian contingent has garnered more attention than in previous years. Indeed, several participants from the Indian Contingent have become the first Indians to win medals in their fields.
This year, there have been several major food brands which have done their part in drawing focus and support to the Indian Olympic Contingent. As more athletes round up medals, we thought we’d take a moment to appreciate campaigns that the brands launched in honour of the athletes.
Tata Salt tied up with the Indian Olympic Association as a sponsor of the Indian Olympics contingent. As support for the contingent, it launched the ‘namak ke waastey’ or ‘for the country’ campaign. The campaign focuses on drawing attention to athletes in the contingent through TVCs, special salt packs and other channels of advertising:
Expressing his pleasure on supporting the inspiring heroes, Sagar Boke, head – marketing, Tata Chemicals (Consumer Products Business), stated, “Over the last three decades, Tata Salt has gained the stature of ‘Desh ka Namak’. Taking this philosophy forward, the brand would play role of a catalyst to fuel the conversations around the topics that are important to the nation. Our campaign on Olympics is an effort in that direction. The brand Tata Salt intends to generate support for Olympics by virtue of its connect, stature and reach across the nation and gather millions to cheer for Indian Olympics Contingent representing India at Rio. The stories of people like Shiva Thapa, Babita Kumari, Avtar Singh and Inderjeet Singh are very inspiring. It is very important to acknowledge and highlight the efforts of these people. I am touched and inspired by these stories. We also intend to generate conversations around the individual sports, hardwork that goes into making of an Olympian and lastly, how can the citizens contribute to bring more cheers to the nation of 1.2 billion.”
Royal Challenge Sports Drink
Royal Challenge roped in cricket star Virat Kohli to discuss the dedication and drive of Olympic athletes in a TVC. The film begins with Kohli saying ““In this country where more cricket than blood runs in our veins, there are some unheard and untold ambitions running too, albeit silently. Unheard and untold, but no less than others…”
Till date, the film has generated 2,074,683 views and 528 likes.
Pizza Hut India
To celebrate P.V Sindhu’s silver medal, Pizza Hut gave away free pan pizzas to women named Sindhu for a day.
“We are proud of our sportswomen, and want to celebrate with our consumers. This initiative is a small token of our appreciation for the Indian Olympians who have gained medals at Rio, and have done India proud.” said Unnat Varma, the Managing Director Pizza Hut in the Indian Subcontinent.
Additionally, Pizza Hut gave away free pizzas to women named Sakshi following her bronze medal.