Moms may or may not believe that the salt does anything amazing but she's got to make a decision based on something for a product that is effectively a commodity. Some moms may be moved by the 'Desh ka namakh' tagline of Tata salt, some may be moved by the 'natural' tagline of the ITC salt, some may be moved by the 'make your child smarter'. And so let's market to their emotional needs rather than the functional needs. I'm beginning to think it's the same for political parties.