The specially designed Olympic pack displays the athletes proudly on the tricolour background and has a call-to-action where consumers can give a missed call to register their wishes to support the Indian Olympics contingent.

Ashwini Deshpande, founder, Elephant, said, “As the Namak Ke Wastey campaign cheers Indian athletes heading to Rio Olympics, the pack will reach out to over seven crore households across the nation with a limited edition packaging.”

A year ago, Elephant partnered with Tata Salt for rebranding and developing the salt package for its entire range. The exercise included visual identity change, harmonising the portfolio across Tata Salt, Tata Salt Lite and Tata Salt Plus while aligning the brand and packaging communication with changing consumers.