Tata Sampann’s new campaign, #LautAayiDiwali a nostalgic ode to Diwali memories
Tata Sampann, which has a strong presence in everyday nourishing Indian food, today launched its new campaign #LautAayiDiwali, marking one of the most anticipated festivals of the year. The campaign kicked off with an emotional digital film that brings out nostalgic memories of Diwali, celebrating the true taste and essence of the festival.
The digital-forward campaign aligns with Tata Sampann’s brand promise of ‘Sarvagunn Sampann – Wholesome Taste and Nutrition’. All of us have fond memories of what Diwali used to be in our childhood, and how the festive savories cooked by our mothers, aunts and grandmothers brought the home together, making the festival flavorsome. This year, Tata Sampann aims to celebrate these memories and the spirit of Diwali through #LautAayiDiwali as an ode to the very nostalgia of a perfect Diwali. The brand has also co-created exclusive downloadable Diwali Recipes with Master Chef Sanjeev Kapoor with a chance of a meet and greet for winners.
Commenting on this new campaign, Sagar Boke, Head, Marketing, Consumer Products Business, Tata Chemicals Ltd., said, “Diwali is not only a festival of lights that illuminates love in our hearts, it is also a festival that has several beloved memories attached with it that touch the soul. Food is often an integral part of those memories. There was joy not only in relishing the food but also in the whole family being involved in the preparation process. We have used this insight to activate our campaign ‘#LautAayiDiwali’. Idea is to create a narrative on reliving the old memories and experience the joy of cooking together. We hope that this campaign will create a positive nudge and build affinity for brand Tata Sampann.”
Indian celebrity chef, Sanjeev Kapoor, further added, “Mithai and desserts are the heart and soul of any Indian festival. During Diwali, everyone indulges in sweets and snacks and often cherishes the memories of their mothers’ or grandmothers’ recipes. When you cook at home with pure and authentic products, they not only taste good but are also hygienic and nutritious. I am happy to partner with Tata Sampann’s #LautAayiDiwali campaign as it brings back all the nostalgia of our dear ones and relates beautifully to what Diwali and Diwali food stands for.”
Speaking about the campaign Sachin Kamble, National Creative Director, Leo Burnett India said, “The world today has moved forward at a breakneck speed. And in this haphazard rush to be futuristic, we felt people may have forgotten to pause, take a step back and reflect. That’s exactly what we did with Tata Sampann. There is nothing like nostalgia to bring back all those precious Diwali moments with Tata Sampann. Our campaign aims to make us a mainstay in every Indian kitchen, this Diwali.”
The concept of the digital film revolves around the togetherness and joyousness that a family shares during Diwali. Diwali is a festival of happiness and home-cooked savories are an integral part of it which brings back all the nostalgic memories of our dear ones, with whom we have shared some of our best Diwali memories.
Creative Agency: Leo Burnett
CEO Publicis Communications, South Asia – Saurabh Varma
National Creative Director: Sachin Kamble
ECD: Rachana Dixit
Creative Team: Priti Chandorkar, Kavita Singh, Alan Paul, Neha Sharma and Tanishk Nabhar
Servicing Team: Pooja Mehta, Sharvari Salvi and Smruti Vyas
Production House: Content Factory
Director: Prashant Bhagia