· Wins a Silver and Bronze award for ‘Desh Ka Salaam, Sarhad ke Naam’ campaign
April 12 2016, 17.53 PM IST || Pocket News Alert
Mumbai, 12 April, 2016: Tata Salt, a pioneer in the Indian branded salt market was lauded with two awards at the recent Goafest for its campaign- ‘Desh ka Salaam, Sarhad ke Naam’. The campaign was launched on the 69th Independence Day to pay a heartfelt tribute to the Indian Army and the jawans at Siachen. The campaign won two awards for successfully setting up India’s first ever Live Radio Station from Siachen which won a Silver in the Radio Category, and a Bronze in the Cause Marketing Category.
Tata Salt’s ‘Desh ka Salaam, Sarhad ke Naam’ initiative was a 360 degree integrated campaign which invited nationwide participation through radio, TV, social media and out of home activities. Tata Salt partnered with 92.7 Big FM to collect messages from listeners through a week long radio campaign called the Big Paigaam which panned across 40 cities. The first ever live radio station was set up at Siachen border to enable live feeds of the Independence Day celebrations to be sent across to the nation. This also enabled the soldiers’ families to send their well wishes to the sons of the nation who, otherwise survive in an area with zero connectivity to the world.
Speaking on the occasion, Ms. Richa Arora, COO – Consumer Product Business, Tata Chemicals, said, “We are happy to receive awards for a campaign which was true to the values of the brand. For over a decade now, Tata Salt has lived up to the image of being the 'Desh ka Namak' and has unflinching faith in the people of India who manifest the values of honesty, integrity and loyalty to the nation in their everyday behavior. We were overwhelmed for making the Independence Day special for the soldiers and connected millions of people to the soldiers located at the highest peak - Siachen.”
The campaign created two Guinness World Record for the loudest crowd-sourced ‘Jai Hind’ at 122.2 decibel level, under the category ‘Loudest Indoor Shout’ and longest line of postcards with a chain of hand written messages and postcards from Indians for Indian Armed Forces. A Limca record was also created for the largest crowd sourced National Anthem which was sung by over 76310 people for the soldiers.
Goafest 2016, a three-day festival held from 7th to 9th April 2016 was hosted by Advertising Agencies Association of India (AAAI) in association with the Advertising Club at Grand Hyatt, Goa.