Tata Chemicals: The Missing 'I'

Tata Chemicals, a chemicals company, increased awareness of the dangers of iodine deficiency in India by removing the 'i' from written formats across TV, print and digital.

Campaign details

Brand: Tata ChemicalsLead Agency: Madison MediaRegion: APAC

Strategy

Objective

Iodine deficiency disorders is the single largest preventable cause of brain damage leading to learning disabilities and psychomotor impairment. Yet people don't really pay any attention to it, till its too late. Tata Salt wanted to raise awareness about iodine deficiency & its effects while re-inforcing Tata Salt as a synonym with Iodine sufficiency.

Target Audience

The key disorder of Iodine deficiency is goiter. About 200 million people still suffer from it. This is equal to 1/6 Indian population, dispersed far and wide across...

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