New Delhi: Tata Salt has unveiled a captivating campaign titled: ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’, which aligns with the brand’s core theme of ‘Desh Ki Sehat, Desh Ka Namak’.

This campaign emphasises the crucial role of normal mental growth in children and highlights the significance of providing them with adequate iodine—a key micronutrient vital for cognitive development.

At the heart of the campaign is an endearing film depicting a caring mother engaged in a conversation with her daughter during mealtime. Expressing her concerns about her daughter’s science project, scholarship, computer exam, and school contest, the mother receives a reassuring response from her confident daughter, who also happens to be the school captain, singing, “No problem Mummy, no problem!” The film captures the mother’s act of delicately sprinkling Tata Salt into her cooking, symbolising the nourishment and mental sharpness nurtured by the ideal amount of iodine.

Deepika Bhan, President, Packaged Foods- India, Tata Consumer Products, said, “Tata Salt is unwavering in its commitment as a guardian of the nation’s health. We understand that the right amount of iodine is essential for a child’s mental development and strive to provide this in each and every bag of Tata Salt .. aakhir ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’..”

This film directed by Shwetabh Varma has been scripted by Expresso and brought to fruition by the brand’s creative strategy and execution partners, NorthSide Brand Works Pvt. Ltd. and Prime Focus Technologies Ltd. The ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’ campaign by Tata Salt is slated to roll out and captivate audiences across various media platforms, including television, digital, and social media channels.