An Experimental Assignment
Yuktimmana Bandopadhyay
PRODUCT: Regular salt. Nothing special about it
NAME OPTIONS
1. Zesta (from the words ‘zestʼ and ‘zestyʼ)
2. NACL (deriving from the ‘just regular/stripped down saltʼ idea)
3. ONLY (but turns out thereʼs already a brand with that name)
4. Salteez (didnʼt sound quite right later on)
NAMEICHOSE:NACL, because I found it aligned most with my vision
TAGLINE:Just salt. Nothing else.
ADVERTISINGPLATFORM: Social media
TARGETAUDIENCE:Pre-teens, teens and young adults; 11-34 years old
THOUGHT
PROCESS:
Lots of folks believe that if a product isnʼt packed with fancy fluff or doesnʼt make bold claims, then itʼs boring and not worth buying. This idea has become widespread because most brands aggressively create and market their productʼs unique selling points. In such a situation, advertising a product with no standout features or big claims might sound foolish, right?
But thatʼs where NACL comes in. NACL is just plain salt. Itʼs the same old sodium chloride you have always known. Nothing flashy about it? Well, thatʼs the whole point. NACL is a market disruptor because it is all about simplicity. It is no frills in the truest sense, and is that necessary breath of fresh air in a saturated market. It focuses on and excels at its one job: being its saltiest best. So, when adolescent shoppers and their parents need salt, they donʼt waste their precious time and energy getting confused about all the different kinds of salt. They think salt, they buy NACL.
WHAT CONNECTS NACL:
1.Today's audience loves content that grabs attention fast—be it bold visuals, short videos, or clever memes.
2. They appreciate fun, conversational language that feels authentic and easy to connect with.
3. In a fast-paced world, they prefer messages and experiences that are clear, straightforward, and uncomplicated.
4. While younger audiences are full of curiosity, older ones are often savvy and well-informed—both groups value intelligence in content.
5. Whether they’re still in school or just nostalgic about it, the scientific link to the name ‘NaCl’ resonates with anyone who’s ever been intrigued by the periodic table.
6. They thrive in online spaces and love engaging with interactive platforms. NACL’s website, Yay NACL!, offers games, quizzes, and merch that bring the brand to life.
7. NACL's communication effectively bridges a gap, appealing to both the younger audience and their Millennial counterparts.
ASSETS
IDEA/SCRIPT FOR LAUNCH VIDEO AD
Hey, listen.
Wanna know something?
There’s a new brand called NACL that sells just salt, nothing else.
"Nothing special," you think.
"Just lame, boring salt, so unimportant."
But, suppose the food you love has no salt. French fries, pizza, dal chawal.
All with ZERO salt, zero flavour and zero happiness.
Stuff of nightmares.
Like, ew, why even, right?
Again, introducing NACL.
It totally gets the importance of salt.
That’s why, NACL brings you the simplest, saltiest salt for your food.
The alpha salt for Gen Alpha.
The 100% perfection you deserve for your awesomeness.
All for a price MUCH lesser than your Netflix subscription.
So, listen to your heart.
Get on your phone and buy a pack of NACL ASAP.
Make sure you never run out of this magical stuff.
Buy that pack of NACL salt, my friend.
Thank me later.
P.S. You can use NACL for a LOT of other things.
Visit www.yaynacl.com to know more!
IDEAS FOR LAUNCH STATIC CREATIVES
MORE COOL IDEAS THAT I LEFT ON THE DRAWING BOARD
1.Makingthebrandwitty:
STATICCREATIVE
Depicting incomplete everyday objects to show what food is like without salt.
E.g. A bus without wheels, a bicycle without the handlebar and brakes, a television without the screen, a remote without buttons
Copy: Bina namak ka khana bhi aisa hi hota hai!
Adhoore ko kariye poora, NACL ke saath!
2.Makingthebrandsentimental:
VIDEOAD
Mother nags her daugher about her prolonged smartphone usage and complains that her daughter does not give her time. Daughter tries to convince mother that she uses her phone for researching homework and learning new things, but her mom doesnʼt listen and they fight.
Daughter is now crying and trying to eat the soup that her mom just made for lunch, but canʼt eat because there's no salt in the soup. She tries to call her mom and say "Ma namak dena!" but she realises that theyʼve just had a fight, so she canʼt ask.
But suddenly, a hand appears and puts a pinch of salt in her soup. The daughter looks up at her mother and they lovingly embrace.
Closing shot is of the daughter showing all the cool apps she uses on her smartphone to her mom.
3.Makingthebrandfunandmischievous:
VIDEOAD
When an irritating relative arrives home and begins scolding a child for being on the phone constantly, unaware that the child is actually researching a homework topic, the child decides to play a mischievous prank. Quietly, the child heads to the kitchen, adds a spoon of salt to the relativeʼs tea, and offers it to her. When the relative spits the tea out, the child innocently remarks, 'Sorry aunty, phone dekh rahi thi na, pata nahi chala!' with a playful wink. Slogan appears: Salteez, perfect for salty people!
4.Makingthebrandaspirational:
MasterChef co-launching the salt brand aimed at Gen Alpha.
VIDEOAD:LAUNCHCONTEST
• Kids will film themselves making a video stating why they like to cook/ what cooking means to them and what they'd like to do with the prize money. and the best ten will get a direct entry to MasterChef junior.
• Kids will film themselves talking about all the innovative ways they would use salt, and they'd win cool merch signed by Virat Kohli