Description
India’s most trusted salt brand, Tata Salt has long been a part of everyday life. Back in the 80s it was created to solve iodine deficiency in Indians. But people were slowly moving back to cheaper alternatives. It was time to remind them that the salt created to make Indians healthier is still at it. So, to make an important message, we brought the 80s back wherever our audience was present. We created culturally rooted films across Hindi, Bengali and Marathi homes, celebrating real, everyday moments across generations. We amplified through Indian Railways, with jingles at 20 key junctions, and across 70 district bus depots. To engage rural audiences, Tata Salt Iodine Express toured Bihar for 6 months, covering 28 towns with demos and purity tests. We also branded trucks as moving billboards, activated dhabas with radio jingles, and partnered with regional influencers to create their own versions.
