TATA SALT CAST

STUDY
PRESENTED BY:
GROUP 8

INTRODUCTION
Tata Salt was launched
in 1983 by Tata
Chemicals as India's first
packaged iodised salt
brand.

The brand is now the

biggest packaged salt
brand in India, with a
market share of 17%.

The market for packaged

iodized salt in India is
estimated to be worth
Rs. 21.7 billion, with Tata
Salt commanding a sales
share of Rs 3.74 billion.

Domestic competitors
include Annapurna,
Captain Cook, i-shakti,
Nirma Shudh and
Aashirvaad.

Analysis of5 Cs, STP

and the promotional
strategy for Tata Salt

5 Cs OF COMMUNICATION
COMPANY

Single
proposition
i.e. purity
of salt

CUSTOMERS

COLLABORAT
OR

COMPETITOR
S

CONTEXT

Evaluation of Strategy in
terms of the advertising
objectives set by Tata Salt

STRATEGY IN
ADVERTISING THE
OBJECTIVES
SET
Objectives set:

Retain the leadership position in packed salt industry.

Strategy behind was to show the rational side along with rational
manifestation of purity

Emotional:

Purity: Tried to intact the idea of purity; purity of action and thought

Leadership: Namak ho tata ka, dominant presence in the national market

Loyalty: Remaining true to ones salt and to ones country, Maine desh ka
namak khaya hai

Rational Characteristics:

saltiness, iodization, free flow, purity and whiteness;

Use of vacuum evaporation technique and premium packaging

* Advertisement was successful in conveying the set objectives ,

message was delivered to the audience as expected.

Process of conversion of
strategy to the Big Idea
and alternatives

PROCESS

Universal and emotional theme that consumers can easily

relate to, remaining true to ones salt and ones country
To keep intact the idea of purity and stress on purity of thought
and action.
Focus on the honesty of common people who are the real
heroes of India.
The campaign Desh ka Namak has the essence of
strengthening the mindshare of consumers.

ALTERNATIVES

USE OF EMOTIONAL
APPEAL BY TATA SALT

Maine desh ka namak khaaya hai: these simple

words have an earthy appeal that goes straight to
the heart.

Focus on sentiments like honesty, integrity and

loyalty that stir the soul. Tata Salt has relevantly
touched upon aspect of patriotism in its
advertising campaign

The campaign celebrates the 'everyday' nature

of patriotism, highlighting small deeds of
selflessness that reflect a respect for the greater
good.

It has steered clear of the 'drum-roll and tricolor'

trap.

USE OF EMOTIONAL
APPEAL BY TATA SALT
(cont..)
It has linked to the idiomatic usage of the word salt.

Salt has great significance across languages.

They draw a parallel to small acts of integrity

and loyalty that, collectively, change the
nation. And they linked it to desh ka namak khaana
something like giving a part of ourselves to the
nation as a form of repayment.

CREATIVITY AND
EFFECTIVENESS OF THE
MONTAGE FILM AND THE PRINT
The ads essentially draw from the integrity of the
AD man-in-the-street to showcase noble acts of
duty that easily get taken for granted.

The interesting thing about the examples is that at

no point does the advertising explicitly say that the
Rs 160-crore brand is the desh ka namak that is
only implied. For instance, even the voiceover at the
end of the commercials merely says: Aisa kharaa
namak jiska kharaapan desh ke karodo logon mein
chhalakta hai.

The new paradigm is to bust clutter using an

emotional platform, instead of focusing purely
on the functional properties of salt, which has
been the traditional approach of marketers.

CREATIVITY AND
EFFECTIVENESS OF THE
MONTAGE FILM AND THE PRINT
AD Tata
(cont..)
Salt too had played upon the rational
'purity' aspect of its offering purity which it
linked to the 'vacuum evaporated technique' of
packaging and the 'saltiest salt' claim of the
brand.

The brand has severed all ties with the purity

proposition. It has simply 'grown' purity to fit
both
the
rational
and
emotional
manifestations of the word.

This campaign is all about purity of thought and

action, and to the purity of the brand.

Thank You