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 SaltBrand owner: Tata Chemicals LtdLead agency: MOMS Outdoor Media SolutionsCountry: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Other & ambient mediaBudget: 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.

Across India, devotees camp at riverbanks, shores, ghats and lakes. Its largest gathering takes place at Deo, Bihar, despite an extreme lack of facilities. Even after 71 years of Indian Independence, the...

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