I was recently pushed to click on a Google ad for Tata Salt in which it saluted world boxing champion, Mary Kom. It led me to a website named “Desh ka namak” dedicated to saluting the unsung heroes of the nation and a commercial featuring Mary Kom. Evolved from the idea of Tata Salt being the ‘Desh ka namak’ to “Maine desh ka namak khaya hai”, it describes the story of Mary’s struggle since her childhood to her achievements and finally giving back to the nation through the Mary Kom Boxing Academy.
India has many unsung heroes around us who are giving back to the society through their own means and ways. Through this new campaign led by Mary Kom’s inspirational story, Tata Salt seeks to create a platform to applaud and salute them. Tata Salt has taken a storytelling route with the campaign website where anybody can nominate those heroes who are giving back to the society.
Mary Kom’s story has been encapsulated in the 2-minute long video, where you see her hitting punches on loaded gunny bags even as a child, fighting with the boys and winning, support from her family, society disapproval but finally making it big at the world championships. While the journey talks about her boxing academy, the voice over says, “This is not just my dream, it is my responsibility. I have eaten this country’s salt”.
The ‘Desh ka namak’ website invites people to share inspiring stories of everyday heroes, with a chance to win exciting gifts. Powered with a Facebook login, the site has many inspiring stories that one can read, see pictures of or watch videos on. Once you log in, you can see ‘All Stories’ or ‘Tell a story’. Every story has a ‘I am inspired’ button as well as social sharing buttons. There is a counter displaying the number of people inspired by the story. The website stories have collectively inspired 650 people as of now.
The social media platforms of Tata Salt have been sharing these stories in the form of interesting visuals and videos, while inviting the community to share inspiring stories they have come across. The 26K Facebook fans and 100 Twitter followers are being driven to the website to get inspired and share stories.
— Tata Salt (@_deshkanamak) April 8, 2014
— Tata Salt (@_deshkanamak) April 7, 2014
Saluting everyday heroes
Tata Salt, as in all Tata owned brands, is in the business of inspiring India and celebrating its heroes. Roping in Mary Kom as the brand ambassador, who is also a mother apart from being a 5 time World Boxing champion and an Olympic medallist serves an FMCG brand like Tata Salt well. Mary, who has fought against poverty and gender discrimination to rise up to achieve her goals, has finally given back to the nation. The brand too hopes to reign in with the popular phrase that evokes a sense of responsibility to the nation, “Maine desh ka namak khaya hai”.
Discovering new and inspiring stories of everyday heroes through an online platform that is socially shareable and open for the community is a good way to spread about the brand’s new communication, along with the commercial featuring Mary. Social media has been put to good use to drive conversations and traffic to the campaign website.