Tata Sampann: Fueilling the foodie

Komal Mittal

Food brand Tata Sampann entered the consideration space and increased its spontaneous awareness in India with a YouTube-led branded content strategy using top food influencers.

Campaign details

Brand: Tata SampannBrand owner: Tata GroupLead agencies: Komal Mittal, Zaibi QureshiContributing agency: Madison MediaMarket: IndiaSector: Sauces, seasonings, condimentsMedia channels: Product placement, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Tata Sampann, one of India's leading food brands, is part of a highly competitive industry where it is very important to not only be visible, but also stand out in a crowd.

It wanted to do this by communicating its USPs across its product range, whether it be the natural oils present...

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