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

Tata Salt, a salt brand, launched a campaign in India that coincided with Swacch Bharat Abhiyan (Clean India Mission) and the 150th birthday of Gandhi to reinforce the brand's position.

Campaign details

Brand: Tata SaltBrand owner: Tata GroupLead agency: Madison MediaCountry: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Online display, Outdoor, out-of-home, Radio & audioBudget: Up to 500k

Executive summary

Tata Salt has always...