Tata Chemicals: Mithapur Express

Tata Salt, a packaged salt brand, increased sales and awareness in India using virtual reality to transport audiences to its factory and show them the journey of how its pure salt is made.

Agency: The Brand Brewery, India

Summary Statement

Tata Salt is the market leader in India. However, their biggest challenge was to penetrate the rural market where loose salt is available for cheap. To break into this market, Tata Salt wanted to educate the rural audiences about its vacuum-sealed pure salt manufactured in their Mithapur factory, and consequent positive health effects through an experiential on-ground activity. We innovated the idea of 'Mithapur Express' wherein we demonstrated this unique journey of purity through virtual reality, and virtually transported them to the saltpans of Mithapur. Coupled with educational fun games, purity tests...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands