Madison Media and Madison Turnt along with TATA Salt have conceptualised a one-of-its-kind therapy in Delhi to give Delhiites respite from the harmful effects of air pollution by using the therapeutic benefits of salt.

The activation of the campaign was done by Madison Turnt, the activation unit of Madison World. Mobile Tata Salt Therapy rooms were stationed at Hauz Khas, Janakpuri district centre and other prominent locations in the national capital from January 8 to 15.

Salt Therapy is a drug-free treatment for chronic and respiratory infectious disorders such as asthma, bronchitis, allergies and sinusitis. The therapy involves a session of about 45 minutes to an hour sitting in a controlled air medium. The unique mobile vans had a specially built salt cave-like room that was covered with about 3-4 tonnes of Tata Salt on the walls and the floor. Visitors were supposed to sit inside these innovative mobile vans for a session that would eventually open up their nostrils and help visitors breathe better.

Speaking about this initiative, Vikram Sakhuja, Group CEO, Madison Media & OOH, says: “Delhi has been battling the problem of air pollution for years. Hats off to the teams at Madison Media, Madison Turnt and TATA Salt for putting together an activity that uses a household basic commodity like salt to bring out its therapeutic benefits and help fight against the harmful effects of air pollution.”

Sagar Boke, Head, Marketing, Consumer Product Business, Tata Chemicals Ltd. states, “Air pollution is a serious issue not just in Delhi but also in the neighbouring areas of the country’s capital. It affects individuals when they are outdoors as well as at their homes and offices. Through this unique salt therapy initiative, over 600 Delhiites, including children and adults, could experience the salt therapy session and thus became aware that it can help them get some respite from air pollution symptoms that interfere with respiration too. More so it was successful in reminding people of the therapeutic benefits of salt and that it can be easily tried at home using Tata Salt which is the purest form of salt.”