Tata Salt: Inspiring a million heroes
Ruta Patel and Rujuta Pendharkar Singh
Campaign details
Brand owner: Tata ChemicalsLead agency: FCBUlka AdvertisingBrand: Tata SaltCountry: IndiaIndustry: Sauces, seasonings, condimentsChannels used: Cinema, Email marketing, Events and experiential, Online video, Point-of-purchase, in-store, Product placement, Public relations, Social media, TelevisionMedia budget: 1-0 million
Executive summary
This case study describes how Tata Salt cemented its dominant position in the Indian market by using the emotive hook of overcoming adversity and later giving back to where you came from.
Although Tata was the market...