Tata Salt: Har Pal Ujjwal – Every Moment Illuminated

Salt brand Tata Salt appealed to communities in the rural state of Bihar in India with an experiential installation at the Chhath Puja pilgrimage site.

Campaign details

Brand: Tata Salt Brand owner: Tata Chemicals Ltd Lead agency: MOMS Outdoor Media Solutions Country: India Industries: Sauces, seasonings, condiments Media channels: Other & ambient media Budget: Up to 500k

Executive summary

Chhath Puja is a celebration that glorifies the sun for its life-giving potential. Fervent sun-worshippers are seen welcoming it at dawn and urging its return during dusk.

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