Tata Salt: Mahatma Gandhi’s path is to follow, not just to walk upon

Tata Salt implemented an interactive billboard campaign to grab the attention of consumers and reinforce its brand proposition in India.

Campaign details

Brand: Tata Salt Brand owner: Tata Consumer Products Agency: Madison Media Market: India Sector: Sauces, seasonings, condiments Media channels: Online display, Outdoor, out-of-home, Radio & audio Budget: Up to 500k

Executive summary

India's Tata Salt has always stayed true to its tagline and belief – 'Desh Ka Namak' (salt of the nation). On the occasion of Swacch Bharat Abhiyan (Clean Indian Mission) and the 150th birthday of Gandhi (Father of the Nation), Tata Salt extended its