Tata Salt restores the auspicious glory of 'salt' at Simhasth Kumbh Mela
Tata Salt, a pioneer in the Indian branded salt market, will be seen at the holy Simhasth Kumbh Mela 2016 with its creative campaign titled ‘Shudh Bhojan ka Shudh Aarambh’. A mass pilgrimage of faith, the Simhasth Kumbh Mela narrates Indian customs and traditions through spiritual gatherings once in every 12 years. In light of this ritual, Tata Salt has conceputalised the reinstation of the long lost tradition of having a pinch of salt before a meal as salt is believed to be auspicious, life-giving and life-preserving. Tata Salt’s ‘Shudh Bhojan ka Shudh Aarambh’ campaign philosophy is to honor this ancient belief and restores the rightful place of salt in the Indian thali having several health benefits.
Salt is considered divine in Hindu culture and a gift of salt is considered to be a potent symbol of good luck. While one consumes salt in their daily diet, many have forgotten its importance and significance with time. In order to re-introduce this ancient belief, Tata Salt distributed one lakh branded thalis to 15 akharas in order to serve food to devotees visiting the Kumbh Mela. The plates have been designed with a special section for salt, where the auspicious bhojan can commence with a pinch of Tata Salt, thus bringing salt’s age-old glory to the masses. This innovation was supported by a larger initiative wherein 35 tonnes of Tata Salt was distributed to the akharas to be used in preparation of the auspicious meals. Spread over a period of four weeks, the campaign plans to reach approximately 50 lakh pilgrims.