Tata Salt: Tackling iodine deficiency

Brand leader in the Indian salt market, Tata Salt tuned in to a TV activation to raise awareness of both its vital iodine content and its premium variants offer.

Campaign details

Brand: Tata SaltBrand owner: Tata Consumer ProductsAgency: Madison MediaMarket: IndiaSector: Sauces, seasonings, condimentsMedia channels: Content marketing, Product placement, Sponsorship - mediaBudget: 500k - 1 million

Executive Summary

Tata Salt has been leader in the Indian salt market since the brand's inception. Besides satiating taste buds, the functional aspect of Tata Salt is the presence of adequate iodine, which aids in mental and physical development – a lesser-known fact. We needed to raise people's awareness of this as the imagery score for 'Iodine helps in...

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