Tata Salt, the pioneer of salt iodisation movement in India, partner with a Salt artist to create art that celebrates the true spirit of the Indian constitution. The brand released the video of the unique ‘Salt Art’ on Republic Day.
India is celebrating the 70th Republic Day on the commemoration of a historic moment when the country adapted the Constitution on 26th January 1950, the longest written constitution of any country in the world. The video art captures the essence of the Republic Day by depicting various features of the constitution such as equality, secularism, freedom of expression, fundamental rights and duties of the citizen etc.
Tata Salt also narrates the values of diversity and equality, highlighting the work done by APJ Abdul Kalam and Mahashweta Devi, who rooted for basic rights of the deprived and to make them self-reliant. The video also pays respect to Dr. Babasaheb Ambedkar, the main architect and the father of Indian Constitution for his immense contribution during the independence movement. Their collective efforts have made India the largest democracy in the world.
Speaking on this occasion, Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd. said, “Tata Salt aims to create relevant conversations on the days of national importance. For this Republic Day, our communication idea is to let the citizens know the privileges of being part of the world’s largest democracy and the importance of 26th January as the date that officially made us the republic. Our rights and privileges are more like Salt in our food. They often go unnoticed and we realise their importance when missing. We have used salt art as a medium to communicate this message. ”
The video has been conceptualised and developed by Ogilvy, Mumbai for client Tata Salt.