Tata Salt: Inspiring a million heroes

This case study explains how Tata Salt cemented its dominant position in the Indian market by using the emotive hook of overcoming adversity and then giving back to where you came from.

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...

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