Brand Context –

Tata Salt has been the market leader nationally since its conception in 1983. It is sold through over
16.6 lakh retail outlets reaching 135 million households and touches the lives of 67.5 Crore
individuals across the country each month.  It has also been consistently named as one of India's
most trusted food brands since 2003 (By The Economic Times Brand Equity's 'Most Trusted Brands'
survey conducted by AC Nielsen). 

However, the strength of the brand is skewed towards urban. The All India Metro MS of the brand is
50% however; the All India rural MS is 16.4%. In smaller towns and rural India it lags behind and
faces competition from local brands. While the brand has been consistently growing, it has
witnessed single digit growth for consecutive years. The growth also mainly came from metros and
tier 2 cities.

Owing to these factors the objective was gaining penetration and Market share in smaller towns by
educating consumers about the quality of the salt they use. Consumers are well aware of the Desh
Ka Namak equity of the brand; however they don’t know the product superiority story of the brand
and the reason why they pay a premium.

The task for the brand was thus to convert consumers from local regional brands to Tata Salt.

Insight –

The biggest category insight is Salt is a Salt is a Salt. It is a low involvement product and hence not a
conscious purchase. Consumers do not understand what a pinch of salt can do for them except for
taste benefit. There is limited knowledge around the quality of salt and its impact on health.

Brand Strategy –

To get salt into conscious consideration of the consumers and to bring forth the evaluation criteria
for better-quality salt and establish the superiority of Tata Salt through simple-to-understand
demonstrations.

Execution-

The key aim of the communication would be to be hard hitting to be able to get consumers notice.

Hence the route that was taken was simple demonstrations to highlight the quality of Tata Salt over
ordinary salts. The series of 3 films were connected with the plank – Sawal Kijiye Apne Namak Se.
The first 2 films show simple tests through which consumers can check the purity of their salt and
the third film shows the test to test Iodine in salt and its benefits.

In these films the protagonist shows how, through very simple methods it can be established that
Tata salt is a better quality salt as compared to ordinary salts.

The legs of the IMC included –

 a) TV -
 There have been continuous bursts on TV of the series with the focus on getting conversions
 TV Innovations - Tata Salt (Purity Ki Surety) - Integration with ABP News for the show Saas,
Bahu Aur Saazish. Here contextual integration was done with the show wherein celebrities
such as Bharati did the purity test on ground and showed the efficacy of the purity test on
screen
b) Digital – Hyper targeted communication by creating more than 120 pre roll ads relevant to
the searches for 5 different categories – Entertainment, Recipes, health etc.
c) PR - outreach program that garnered a total of 201 articles in key mainlines, financials and
regionals
d) On ground - purity drive at the retail and consumer activations at haats, markets etc where
live purity tests were done across the country. For a week daily purity tests were conducted
at all retail points.
e) Shopper Marketing Framework – Unique visibility elements were deployed such as CTU with
UV lights and sensors, 3D shop signages, inflatable danglers etc to get the consumers
attention in a cluttered environment.

Impact-

 The campaign launched in Oct’17 Both the usage and awareness parameters for the brand
increased For a brand with a very high TOM already the campaign led to highest ever TOM
of 77. (Increase in TOM by 5 points).
 It also led to a highest ever Top Box Consideration of 81 (Increase by 9 points)
 With existing high brand equity it further led to an increase in Brand Equity by 5.5%. The
equity of the brand came from its salience however this campaign helped the brand improve
on Meaningfulness as well with an increase by 16 points .
 The campaign has led to MS increase in rural India by 150bps post Oct’17. Overall MS of the
brand continues to rise quarter on quarter.
 The single digit growth of the brand is also in double digits now.