One month back, legendary cricketer Sachin Tendulkar was declared the face of Organic India. It is a strategic initiative that is supposed to build consumer loyalty and extend the brand reach not only in India but also internationally.
The brand, a subsidiary of Tata Consumer Products Ltd, with the Master Blaster, launched a fresh campaign. The goal is to position Organic India as the country’s most trusted organic label. The campaign centres upon the crisp tagline: Sirf Naam Se Nahi Kya, Kaam Se Organic means not only by name, but Organic India is Organic by its work. The advertisement comes at an appropriate time because consumers are increasingly fascinated with the idea of clean, healthy, organic food.
Although people desire to eat better, the majority is not too sure about what makes something organic. It gets mixed up as some brands vaguely use terms such as Organic or Natural to sound authentic. The reality is that even now, a lot of people are not aware of what organic certification has to do. Accidentally, some individuals may purchase non-organic items. It’s a blurred space, and that’s where the campaign hits hard.
Sachin in the ad film conveys a clear message: “Sirf naam se nahi, kaam se Organic.” According to him, in the modern world, people should consider where their food is produced and how it is cultivated. The ad reflects integrity and encourages people to make careful choices.”
Punit Das, President, Packaged Beverages, India and South Asia, at Tata Consumer Products, breaks it down further: “While awareness about organic foods is growing, so is skepticism. People are not sure what’s real anymore. With this campaign, we want them to ask questions. Organic India considers that authenticity has to be achieved, but not a proclamation. Our credibility is earned through strenuous testing, disclosures of suppliers, and a heritage of trust. And yes, Sachin’s voice adds serious weight to that promise.”
The campaign rolled out well with digital platforms, influencer tie-ups, community storytelling, and more. Conceptualised and crafted by Creativeland Asia Advertising, the campaign is a thoughtful attempt to clear the clutter in an industry where everyone claims purity, but few prove it.
