MUMBAI: Madison World units, Platinum Outdoor and Madison Media for their client Tata Salt, helped bring alive Mahatma Gandhi’s vision of a clean India on his 150th birth anniversary. An interactive installation with an inbuilt video with Mahatma Gandhi’s voice was displayed on MG Road in Mumbai asking an important question – We walk on Mahatma Gandhi Road every day, but do we really walk on Bappu’s path?

With the brand’s position of ‘Desh Ki Sehat, Desh ka Namak’ being closely woven with Gandhi’s Salt Satyagraha, Tata Salt had set up an interactive installation that reminded people of Gandhi’s saying ‘Be the change you wish to see’. The campaign also builds on government’s ‘Swachata Hi Seva 2019’ campaign initiated as part of the ‘Swach Bharat Abhiyan’ initiative.  

The innovation was further amplified on TV news media.

Tata Chemicals Ltd head – marketing, consumer product business Sagar Boke said, “Tata Salt has always stayed true to its credo of ‘Desh ki Sehat, Desh Ka Namak’ and this initiative is our homage to the Father of the Nation. As the nation progresses to fulfil Mahatma Gandhi’s dream of cleanliness, this unique installation will bring alive the Mahatma’s thoughts and words on cleanliness and sanitation. People will be able to interact with images and sounds to truly understand the Mahatma’s dream of total sanitation for all and the importance of not just personal but also public hygiene. Just as nutrients like iodine are important to good health, good hygiene and sanitation are just as critical, and we hope the #BapuReminder initiative will instill in each one the aspiration to be a torchbearer for Swach Bharat Abhiyan.”

Madison Media & OOH partner & group CEO Vikram Sakhuja said, “Tata Salt is a brand that has always stood for a larger purpose and a better future. We couldn’t be happier that we’re associated with a brand that is making a difference through household items and contributing to improve the environment.”