MUMBAI: Tata Salt, a pioneer in the Indian branded salt market, today kicked off celebrations at the Puri Jagannath Ratha Yatra 2016. A mass pilgrimage of faith, the world renowned festival takes place every year at Puri, the temple town in Odisha typically during the month of July, which is one of the hottest months of the year. Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt has launched an innovative campaign called ‘Sehat ki Chuski’ in order to provide energy to pilgrims visiting Puri for the Jagannath Ratha Yatra.
The pilgrim town is thronged by devotees to witness the divine procession over a 1.5 kilometre stretch, where the heat can be unbearable for most. Identifying this need, Tata Salt ideated an easy to consume real time solution to keep pilgrims cool and energised during the festival, thereby combatting dehydration. Catering to more than 1 lakh pilgrims, Tata Salt will be seen distributing special “Energy Pops”, a handy energy ice bar made up of Tata Salt, lemon, sugar and purified water which will help replace the lost salt content and improve absorption of water in the body thus preventing the pilgrims from getting dehydrated. This mobile on- ground activation will take place at key touchpoints of the main Yatra road, where the pilgrims assemble in mass and a customised Tata branded cart will be used for the distribution of energy pops.
Speaking on the innovation, Tata Chemicals Consumer Products Business head marketing Sagar Boke stated, “India is a land of diverse cultures and festival. The Puri Yatra is one such festival where people travel from various parts of the world to witness the Yatra and celebrate. We wanted to create a moment of experience around this occasion that goes beyond product sampling, through unique product interventions. Providing energy bars that use Tata Salt as an ingredient is one such step. This will not only create a contextual product experience, but also make the consumers’ Yatra experience more pleasant. We hope that this activity will create a strong emotional connect amongst our consumers,”
Also known as the Festival of Chariots, Puri Jagannath Ratha Yatra is the oldest Rath Yatra taking place in India and the World, having been celebrated for more than five thousand years.
