Tata Salt: When KBC raised sawaal Desh ki Sehat ka

Tata Salt, a packaged salt brand in India, championed its product on a television game show to increase sales in India.

The communication goal

Tata Salt already enjoys higher awareness TOM + Spont. of 97% in the salt category. But the very fact of its low imagery score of 29% wrt. to mental health development caved an objective with a further responsible role as brand over sale & popularity. Our core intent was to educate the consumers to consider us, not because of taste but to eradicate Iodine deficiency in our human body.

Here, the brand & its variant was required to go beyond GRPs and SOV fray. It was needed to embed its proposition of adequate iodine is equal to...

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