Tata Salt restores the auspicious glory of 'salt' at Simhasth Kumbh Mela

Tata Salt, a pioneer in the Indian branded salt market, is participating in the holy eSimhasth 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 restore the rightful place of salt in the Indian thali because of its several health benefits. 

 

Salt is considered divine in the Hindu culture and 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 to the masses, Tata Salt distributed one lakh branded thalis, designed with a special section for salt, to 15 akharas. Food was served to thousands of Kumbh pilgrims in these specially designed plates during the auspicious bhojan. The bhojan commenced with a pinch of Tata Salt being served to the pilgrims’ first, thus reinstating salt’s age-old glory. 

 

This innovation was part of 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.