Use of Events
Client Tata Chemicals Limited
Brand Tata Salt
Entrant The Brand Brewery
Brief Crack Orissa, a key market where local and regional players dominate with a volume market share of 77%. To gain market share from these local players Tata Salt decided to put together a rural strategy, to capture imagination of Rural Indian. Jagannath Rath Yatra (JRY) in Puri (Orissa) was chosen as the touchpoint, as it attracts lakhs of devotees every year from the key demographic.
Dehydration’s only solution: ORS (oral rehydration solution) Tata Salt developed World’s First ‘MEDICATION IN THE FORM OF AN ENERGY POPSICLE’ an innovative twist to ORS. We distributed them in Tata Salt branded ice-cream carts, people automatically flocked to them to savor the treats. Lakhs of Yatris beat the heat & completed their journey successfully. We called it – SEHAT KI CHUSKI