Tata Salt Lite has announced it’s support for the 6th edition of COLORS Pinkathon in Mumbai this week. Super model, actor, Ultraman and Pinkathon founder Milind Soman formally announced the launch.

Pinkathon – Empowering Indian Women, India’s biggest women’s run to encourage and promote fitness & health among women and create awareness for Breast Cancer, Bone health, Thyroid disorder and other issues relating to women’s health has the support of many partners.

Through the TATA SALT LITE 10KM run, Tata Salt Lite reinstates the importance of taking control of one’s own health and nurturing oneself. As a part of the brand’s association with COLORS Pinkathon, Active Living Partner Tata Salt Lite also launched its #GoActive Campaign through two digital films. The campaign – created by Ogilvy Mumbai, inspires every woman, irrespective of her societal and financial status, to commit to an active lifestyle and take up running.

Anirban Roy, Senior Vice President – Planning, Ogilvy Mumbai: Running is a metaphor for life: no matter how you run, where you run, when you run and from what you run, we believe our work will inspire women to adopt an active lifestyle. In an age when most brands struggle to get past her attention wall, it is an honest effort by a brand that has been championing societal health and well-being for decades.

Namrata Keswani, Head of Digital Domain, Ogilvy Mumbai: Even today, the woman of the house gives her own self the least priority…Without realising that if she doesn’t focus on herself, she will not be able to give her best to her home and family. This work is a noble effort to make her go active and remain healthy.

Sagar Boke, Head–Marketing, Consumer Products Business, Tata Chemicals: A healthy family, a healthy nation and a healthy world begins with women. The first step in empowerment is taking control of one’s own health and nurturing oneself. By virtue of associating with Pinkathon, Tata Salt Lite seeks to motivate women to run for their health, regardless of what society dictates. Tata Salt Lite, a low sodium salt, is ideal for people who seek an active lifestyle. With the Pinkathon association, we not only hope to strengthen the brands Health credentials but also create a strong emotional connect with its consumers.