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

Salt brand Tata Salt educated consumers about the disorders that stem from iodine deficiency with the #MissingI TV, print and digital campaign, and raised its brand equity and awareness scores in India.

Campaign details

Brand: Tata SaltBrand owner: Tata GroupLead agency: Madison MediaContributing agency: OgilvyMarket: IndiaSector: Sauces, seasonings, condimentsMedia channels: Content marketing, Newspapers, Online display, Product placement, Social mediaBudget: Up to 500k

Executive summary

Tata Salt has led the branded salt category since its inception. Besides sating our taste buds, the functional aspect of Tata Salt is the presence of adequate iodine which helps for mental and physical development – a little-known fact.

Although iodised salt is mandatory in India, Tata salt does not just contain iodine,...

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