Sanjeev and Alyona Kapoor celebrate Karva Chauth with Tata Sampann

Tata Chemicals' newly-launched brand Tata Sampann has rolled out its first ad featuring brand ambassador chef Sanjeev Kapoor and his wife Alyona Kapoor.

Tata Sampann, the newly-launched brand under the consumer products business of Tata Chemicals, has rolled out its first ad under the 'Goodness Ki Shuruaat' campaign. The ad, released on the digital platform, features celebrity chef Sanjeev Kapoor preparing for his wife her favourite dishes on the occasion of Karva Chauth.

The video executed by Indigo Consulting begins with the Kapoors reminiscing the initial years of their relationship. Alyona recalls how she was treated to her favourite Benarasi Dum Aaloo by her husband on her first Karva Chauth. And, years later now, husband Sanjeev realises that things have changed and decides to surprise his wife by cooking for her a delicious meal, prepared with Tata Sampann products.

Launched earlier this year, Tata Sampann aims to deliver food products that fulfil one's daily needs of nourishment. It will be the umbrella brand housing the company's current and future food portfolio including the unpolished high-protein dal range (earlier sold under the brand name Tata i-Shakti) and low-oil absorb besan. The launch of Tata Sampann was accompanied by a communication campaign, 'Goodness Ki Shuruaat', which communicated the benefits of its offerings.

Commenting on the development, Richa Arora, COO, consumer product business, Tata Chemicals, says, "Our market research showed that there was a need for fresh and better quality spices than what was available in the market. With Tata Sampann spices, we aim to provide consumers with authentic spices that add rich flavour and aroma for authentic Indian cooking. Our focus is to ensure that products reach the kitchen exactly the way nature intended it to be."

According to Kapoor, in India, home-made food remains very intrinsic to a family's well-being and prosperity. "In my experience, homemakers have always looked for spices that are fresh, wholesome and aromatic. Through Tata Sampann, it is this very aspect that we will bring to the table with its unique formulations tailored to different regions, cuisines and taste preferences," he says while speaking about his association with the brand.