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Tata Salt and Tata Chemicals Ltd attempted the first crowd-sourced National Anthem for the Indian armed forces with a campaign called Tata Salt Desh Ka Salaam in five cities – Mumbai, Delhi, Bengaluru, Hyderabad and Kolkata – from August 15-20, 2015. To re-ignite patriotism in all citizens Jana-gana-mana was sung in 10 PVR cinema halls during three shows every day and in schools and colleges across country. More than 76,310 people sang the National Anthem along with a specially prepared audio-visual (AV). The same AV was played at Siachen on Independence Day 2015.
The entire on-ground activity was successfully planned and executed by DDB Mudra Max Pvt Ltd for Tata Salt. Alvin DSouza, Suyog Kulkarni, Rishi Ochani and Aniket Sharma worked from DDB Mudra Max end.