Tata Salt: When India woke up to the M_ss_ng 'I'

Tata Salt, a salt brand, increased education on the importance of the Iodine found in Tata Salt with a trending campaign that removed the letter I from the media to represent iodine deficiency.

The marketing objective

We know our food is incomplete without salt, but what most of us aren't aware of is that salt does not only satiate our taste buds but is essential for our physical and mental growth.

Tata Salt - the brand synonymous with salt in our country has a greater task at hand. While maintaining its position as the leader, Tata Salt also has the responsibility of ensuring that their consumers understand the importance of Iodine- and how its deficiency effects the basic functioning of the human body.

The target audience

1/6 people in India suffer from Iodine...

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