Tata Salt: Sehat Ki Chuski

Tata Salt, an Indian salt brand, wanted to increase brand awareness and communicate the benefits of its products in places where large numbers of rural people congregate.

Agency: The Brand Brewery India

Campaign Strategy

Tata Salt is India's leading salt brand with high volume share in the branded salt segment. Majority of Tata Salt's volume comes from Urban and TLP (Ten Lac Pop Strata) towns where it enjoys both high brand awareness and market share.

For Tata Salt the next BIG growth in volume was going to come from Small Towns & Rural Segment (Five lac population & below pop strata). In this segment as well Tata Salt enjoyed high brand awareness; but low conversions. Due to lack of perceived product differentiation consumers in these geography,...

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