This Independence Day, Tata Salt’s advertising campaign #NamakKeWastey beautifully conveys the brand philosophy ‘Desh Ki Sehat, Desh Ka Namak’. The emotional digital film developed by Ogilvy and directed by Divyansh Ganjoo aims to inspire Indians to unite for a new freedom movement.
The threat that the nation faces today is colossal, with the US and Brazil being the only two countries ahead of us in the global COVID tracker. In such a scenario, the country once again needs to come together and fight for its freedom, this time from the deadly coronavirus.
The film, featuring Lt. Colonel Inderjit. S. Gill (a 1971 war veteran), invokes the spirit of patriotism through a poignant interpretation of Ram Prasad Bismil’s ‘Sarfaroshi Ki Tamanna’. The highlight of the film is the moment where the war veteran wears a mask with the following voiceover-
“Today, once again, our freedom is under threat…Our country’s health is in peril…This time martyrdom is not what the nation asks of you…But, will you answer your motherland’s call of duty?”
Tata Salt’s powerful film appeals to Indians to be responsible citizens and encourages everyone to wear masks, wash hands, and maintain social distancing norms. If the brave men and women of our past could stand up to challenge the status quo, we can too. This 15 August 2020, every single one of us is called to duty in the new fight for freedom against COVID-19. The only thing that’s left to be seen is – will you answer #NamakKeWaastey?