In these turbulent times, when the erosion of values appears to be rampant, the role that mothers play in the development of their child’s moral compass and code of ethics  becomes increasing vital. Taking a cue from this, Tata Salt which has been known as “Desh ka Namak” for more than two decades, is now set to launch its new Television Commercial on ‘Mother’s Day’. This TVC emphasizes the contribution of mothers to nation building by inculcating honesty and decency in their children every day.

This simple yet insightful TVC captures a Mother’s desire to see her child grow up to be a good human being by instilling the values of integrity, humility & honesty. The TVC captures several routine situations which showcase these qualities imbibed in a child’s behavior and ends with a message that urges Mothers to give their children a pinch of honesty every day, just like they would inevitably sprinkle salt on food. 

Speaking on the campaign,Ashvini Hiran, - COO, Consumer Products Business, Tata Chemicals Ltd. said, “It is commonly said that Men are what their mothers made them. Through this TVC, we wanted to emphasize the significance of the contribution that a mother makes in nation building. The idea was to marry the core brand as well as the product value of honesty to the moral values inculcated in the children by their mothers. This campaign goes on air on Mother’s Day and with this commercial we have underlined the importance of unfailingly imparting values in children on a daily basis.”

Kapil Mishra, Executive Creative Director, Leo Burnett Mumbai, the agency which developed the TVC campaign said, “Tata Salt symbolizes the value of honesty and children learn their first lesson of honesty from their mothers. Thus, salt acts as the symbol of honesty, with which mothers should nourish their children every day.”

Mishra added, "The simple and powerful idea is therefore that, if every mother decides that she will teach her children the virtue of being honest, nobody can stop the entire country from being honest". Initially, the campaign will roll out on ATL and BTL media. In the second phase, an interactive social media campaign would also be explored.