New campaign by Ogilvy blends nostalgia with purpose across eight heartwarming brand films.

Tata Salt has reintroduced its legendary jingle, “Namak Ho Tata Ka… Tata Namak,” in a refreshing new campaign that underscores the critical role of iodine in children’s mental development. The campaign, titled Tata Namak 2.0, is a modern tribute to a melody deeply rooted in Indian households, aiming to evoke nostalgia while spreading awareness.

Conceptualised by Ogilvy, the campaign includes eight slice-of-life films set across diverse Indian contexts-ranging from lullabies and school classrooms to kitty parties and weddings. Each film reinforces Tata Salt’s identity as Desh Ka Namak, showcasing its presence in everyday family moments.

The central message: iodine-enriched salt supports cognitive development, especially in children- making it essential in building a sharper future generation. Whether it’s a teacher integrating the jingle into a classroom lesson or families celebrating meals with joy and tradition, the campaign creatively connects health and heritage.

The first four films debuted during the IPL, tapping into high-impact viewership and driving strong engagement through music, emotion, and storytelling.

Deepika Bhan, President – Packaged Foods, Tata Consumer Products, shared,

“This campaign helps us deepen our emotional connection with consumers, reaffirming Tata Salt’s promise of trust, quality, and purpose.”

Anurag Agnihotri, Chief Creative Officer, Ogilvy Mumbai & Kolkata, added,

“We brought back the 80s jingle to make something vital-iodine’s benefit-memorable. This is advertising with heart, made for today’s India.”