Agency: The Brand Brewery India
Campaign Strategy
Tata Salt is India's leading salt brand with high volume share in the branded salt segment. Majority of Tata Salt's volume comes from Urban and TLP (Ten Lac Pop Strata) towns where it enjoys both high brand awareness and market share.
For Tata Salt the next BIG growth in volume was going to come from Small Towns & Rural Segment (Five lac population & below pop strata). In this segment as well Tata Salt enjoyed high brand awareness; but low conversions. Due to lack of perceived product differentiation consumers in these geography,...