Tata Salt: Mahatma Gandhi’s path is to follow, not just to walk upon

Tata Salt implemented an interactive billboard campaign to grab the attention of consumers and reinforce its brand proposition in India.

Campaign details

Brand: Tata SaltBrand owner: Tata Consumer ProductsAgency: Madison MediaMarket: IndiaSector: Sauces, seasonings, condimentsMedia channels: Online display, Outdoor, out-of-home, Radio & audioBudget: Up to 500k

Executive summary

India's Tata...