Leo Burnett creates new campaign for Tata new flavored salt; adds "twist to taste'

Today's rapidly evolving palate has seen housewives across the country take to cooking innovations with a vengeance. The boom in cookery show, classes and books makes it quite obvious that everyone is seeking to add that difference to the daily humdrum of home cooked meals.

The challenge multiplies with daily mundane food recipes on how to make these increasingly interesting & appetizing.

Tata Chemicals, the market leader in salt with their flagship brand "Tata Salt' decided to tap into this consumer need with a very simple, yet significant extension by launching a range of flavored salts called "Tata Salt Flavoritz'. The new range, a first-of- its-kind in India, introduces an innovation in the salt category to the modern ,urban homemaker who looks to experiment with food. These flavoured salts can be used as seasonings on salads, sandwiches to add a twist to mundane food.

One of the factors attributed to this initial success is the big difference that this product can make to even simple home cooked dishes may it be diced and sliced vegetables or even boiled eggs. This exactly is the route that the advertising agency Leo Burnett adopted to bring the brand to life.

Says Kapil Mishra, ECD, Leo Burnett, "We all know how an ordinary dish becomes tasty in the hands of an expert, and leaves us all surprised. The magic lies in the hands.... Well not actually. It's in Flavoritz."

A television campaign shot by Chrome Pictures explores this aspect in a very interesting manner with situations revolving around individuals getting very excited about seemingly plain dishes. The scripts are based on very familiar, relatable settings¦an office worker raving about the amazing cucumber salad his wife makes or a school boy talking about the delicious boiled eggs at home.

Adds Nitesh Thattasery, EVP- Leo Burnett: "Food is no longer just about getting something on the table¦housewives take serious efforts to add that special touch. From learning new dishes to learning how to work on the same dishes differently¦it's all about the special touch. Tata Salt Flavoritz makes it happen"

Tata Salt Flavoritz is available in ' Red Paprika, Lemon Coriander flavours as well as Black ground pepper powder. If market reports are to be believed it is already gathering an encouraging response in the markets where it has been launched.

It is available in select modern trade format stores, supermarkets and retail stores in select markets ( Delhi , Mumbai, Chennai, Bangalore, Chandigarh and Jaipur ) and plans are underway to launch in other cities as well as to introduce new flavors.