India, the land of ragas has a rich history and heritage in music. The subcontinent is big not only for its sounds but also voices.And traditionally, it is known that the secret to its melodious singers is the riyaaz (or practice) and also gargling with salt water which is a throat-cleansing ritual for best voice output.

Nirma Shudh namak (meaning pure salt), conceived this radio campaign that has singers gargling in famous melodies with Nirma Shudh salt to purify their voices.