MUMBAI: Who knew a kitchen staple could hit all the right notes again? Tata Salt has turned up the flavour and the feels with a tuneful comeback. India’s No.1 iodised salt brand has rolled out a fresh take on its popular ‘Namak ho Tata ka... Tata Namak’ campaign, adding a modern spin to the jingle that once ruled Indian kitchens and TV sets alike. The reboot, a melodic mash-up of nostalgia, science, and family life packs in eight slice-of-life films with one unmissable message: iodine isn’t just essential, it’s brain food.

Conceptualised by Ogilvy, the campaign brings back the catchy 80s-era jingle, now woven into lullabies, classrooms, wedding rituals and even kitty parties celebrating how Tata Salt quietly sharpens young minds across generations and geographies.

“The jingle is a bridge between past love and present relevance,” said Tata Consumer Products president for packaged foods Deepika Bhan. “It’s not just salt. It’s Desh ka Namak, a promise of quality, trust and purpose that’s lasted four decades.”

From a teacher humming it mid-lesson to a bride shedding a tear to its tune, the films reflect India’s cultural and linguistic diversity, Hindi heartlands, expressive Bengali families, and grounded Marathi homes. Whether it’s a mum feeding her child or a wedding caterer prepping a feast, Tata Salt is there, understated yet vital.

Anurag Agnihotri chief creative officer Ogilvy added, “We took our iodine story, dressed it in 80s flair, and sent it dancing through vidaais, classrooms, and kitty parties. It's a love letter to golden-age advertising, reimagined for today’s India.”

The first four films were unveiled during the IPL, with the rest rolling out soon proving that when it comes to brand recall, sometimes all it takes is a pinch of salt and a perfectly pitched tune.

Because if it's Tata ka namak, it's not just edible, it's unforgettable.