Tata Consumer Products Limited on Tata Salt Lite, a low sodium salt from Tata Consumer Products Limited, embarked on an awareness campaign in a first of its kind collaboration with India’s popular comedians –
Zakir Khan and Atul Khatri
Tata Salt Lite™ uses humour to highlight seriousness of Hypertension
Popular
comedians collaborate to drive awareness and encourage India to #TakeItLite
Tata Salt Lite™, a low sodium salt from Tata Consumer Products Limited, embarked on an awareness campaign in a first of its kind collaboration with India’s popular comedians – Zakir Khan and Atul Khatri. The initiative uses humour to build education around Hypertension, a rising health concern and drive an impactful message of #TakeItLite.
The campaign features three humourous acts on
everyday moments that trigger stress reactions on non-issue situations. It can
be as simple as the doorbell ringing too many times or even the wi-fi not
working. While the videos are meant to give audiences a laugh, each ends with
the powerful message of why consumers should #TakeItLite. It is an effort to
urge India to not ignore frequent events of easily provoked anger as it can be one
of the precursors of hypertension and take active steps to manage it.
Richa Arora, President, Packaged Foods,
Tata Consumer Products, India
said, “We have seen increased levels of stress among India’s urban adult
population which is known to cause Hypertension. While some people make a start
controlling the intake of sodium along with an active lifestyle, the task for
us is increasing the levels of awareness about the early signs of Hypertension.
Therefore, our campaign is aimed at educating consumers about it and urging
them to #TakeItLite. Our Tata Salt Lite™, a 15% low sodium salt is designed to
provide a convenient option to those advised to keep blood pressure in check by
cutting down sodium intake.”
Dr. Narsingh Verma, Secretary-General,
Indian Society of Hypertension (ISH) said,
“There has been a steep increase in covert stress and underlying anxiety this
year which has led to more people experiencing high blood pressure or even
Hypertension. In fact, Hypertension is more common than considered, with nearly
30-40% of India’s adult population afflicted with it (source). At a primary level, however, this can be
easily managed by keeping a watch on one's diet which includes consuming a low
sodium salt.”
Mohit Malik, television’s beloved actor part of the
campaign with wife Aditee stated, “#TakeItLite is an important message for
people to hear and know more about - now more than ever. We too learnt about
the effects of anger on one’s well-being having seen a family member experience
Hypertension and ever since, have been taking active steps to manage Hypertension
in our families. Both Aditi and I try and follow a healthy lifestyle and keep a
count on our sodium intake by consuming Tata Salt Lite™ which is a 15% low sodium salt.”
Ace comedian Zakir Khan said, “As
a country and really as a generation, we’ve come to normalize being stressed
and anxious, attributing these to unavoidable external factors. It’s time to
actively look after ourselves to ensure overall well-being. I didn't know that
getting angry frequently could lead to hypertension. To that, I truly believe
humour is a subtle way to get the message across to people. With this campaign,
Tata Salt Lite™ - part of Tata’s trusted legacy - aims to encourage India to
ease up and #TakeItLite.”
Atul Khatri, one of India’s most famous stand-up
artist and a hypertension sufferer himself recounts, “I have been a sufferer
of hypertension at one point of time in my life. My family has seen me experience it and going
through it and therefore, we are now more aware of how simple lifestyle
interventions can help manage it. It can silently impact your health and do
more damage that most of us are aware of. Looking at what you eat along with
fitness is of utmost importance. My entire family and I have switched to Tata
Salt Lite™ which is a 15% low sodium salt. This
really helps us manage our sodium intake on a daily basis.”
No comments:
Post a Comment