Tata Salt, India’s largest packaged salt brand has announced that it has tied up with the Indian Olympic Association as a sponsor of the Indian Olympics contingent. To mark the tie up, it has launched a ‘Namak ke Waastey’ or ‘For the Country’ campaign.
The Tie Up
In an announcement on the Tata website, Tata Salt said “Tata Salt has tied up with India Olympic Association (IOA) as a proud sponsor of the Indian Olympics contingent and is dedicated in generating awareness about less sensational sports and win mass support for the players representing the nation at Rio this year.”
Through the tie up, Tata Salt will be drawing attention to Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics aged 19, Babita Kumari, who won gold at the 2014 Commonwealth Games, Inderjeet Singh, a shot putter who won India a gold at the Asian Athletics Championships in 2015 and Avtar Singhj, a judoka who won gold in the 2016 South Asian Games.
Namak Ke Waastey
To draw attention to these athletes who will represent India globally, Tata Salt has launched its Namak Ke Waastey campaign which aims to get India’s population familiar with the personalities who will represent us at the Olympics and spark a mass support for these personalities. The campaign includes an ‘India Olympics Quotient Survey’, which asses Indians’ knowledge of the Olympics and aims to create a dialogue about them, an extensive social media campaign which includes tweets, videos and a variety of other posts:
The campaign will also include the launch of Tata Salt Limited edition Olympics packs with a call to action where customers can record their wishes to the Indian contingent. These special packs are expected to reach over 7 crore houses across India.
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.”