Tata Sampann talks about embracing natural goodness in daily meals in a new integrated campaign

Conceptualised and executed by Leo Burnett India, the campaign highlights the brand’s promise of bringing the most pure and authentic masala to its consumers

Mumbai, November 2 2015: Tata Sampann, part of Tata Chemicals Ltd., has launched an integrated campaign to promote its newly introduced spices amongst the Indian homemakers. With an aim to penetrate the Indian spices market, the company has partnered Leo Burnett to create an integrated communication that will run across TV, Print, Digital and retail platforms.

For its new range of spices, Tata Sampann has embraced the philosophy of natural goodness, which stems from pure and authentic ingredients which are sourced from the best farms in the country. Even the processing and the packing ensures that the natural goodness is retained from farm to fork, helping homemakers enrich everyday meals with extra nutrition and joy.

India’s finest chef, Sanjeev Kapoor offers the guarantee of purity and authenticity of every pack of masala as a co-creator of the masalas. The celebrity chef also features as the brand ambassador in the campaign. 

Based on this strong product differentiation, Leo Burnett initiated the “#GoodnessKiShuruaat” narrative to bring alive the brand’s focus on goodness and the benefits of its offering. 

Richa Arora, Chief Operating Officer, Consumer Products, Tata Chemicals, said, “The concept of our #GoodnessKiShuruat campaign revolves around the brand’s philosophy of delivering superior quality through a combination of taste and unique nutritional benefits. Everything that emerges from the Tata Sampann table brings consumers the goodness of nature, for extra nutrition and extra joy, thus exemplifying the thought behind ‘goodness ki shuruaat’. It marks the new beginning by highlighting the ‘goodness’ i.e. great quality of the masalas, which are a result of our extensive work and research in consumer demands along with Chef Sanjeev Kapoor who is not only the brand ambassador but also the co-creator of the spices.

RajDeepak Das, Chief Creative Officer, Leo Burnett India commented on the campaign thought, “In this campaign, we saw a great opportunity to portray the category differently. In every food film, the story is always about the palate appeal. For Tata Sampann Masalas, we decided to go a step further and highlight the joy of cooking with great ingredients. We focused on the sourcing story.  The film takes you on a journey to show you the love with which Tata Sampann gets the ingredients to you, just the way nature intended it to be.” 

As part of the overall campaign, Leo Burnett’s digital agency Indigo Consulting launched an online film for the brand on the occasion of Karva Chauth. The film features Sanjeev Kapoor and his wife Alyona Kapoor.

Using storytelling at its best, the online film shows how the masterchef surprises his wife on the day of Karva Chauth using Tata Sampann’s masala offering. 

Navin Kansal, Chief Creative Officer, Indigo Consulting, said, “We wanted to bring alive the thought of Goodness Ki Shuruat via Sanjeev Kapoor by giving the audiences a sneak peek into where the “goodness” really began in his married life. It makes for more compelling viewing and the authenticity of the spices blends perfectly with his real life story. "

Watch the film here: https://www.youtube.com/watch?v=N7tpo_b3LAQ