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Case Study Tata Salt
Case Study Tata Salt
Case Study Tata Salt
TATA SALT
The ‘Meine desh ka namak khaya hai’ TATA advertisement campaign in 2002
offered viewers an instant connection. In India, salt and loyalty have been associated
from time immemorial. ‘Namak halal” and “Namak Haram” are commonly used
terms for honoest and dishonest people respectively. According to cultural
connotations, after consuming salt at a person’s house the one who has consumed the
salt should not cheat his/her host. The campaign connected with the consumer at an
emotional level.
QUESTINS:
1. Salt is a generic product and is basic to human existence. Why then in your
view, is there so much competition and rigorous marketing in this category?
2. Who are the major players in the branched salt category and what are their
advertising planks?