Tata Salt, India’s pioneer in iodized salt, is intensifying efforts to raise awareness about iodine deficiency as World Iodine Deficiency Day (WIDD) approaches. Emphasizing the critical role of iodine in early childhood mental development, the brand underlines its ongoing commitment to combating iodine deficiency disorders (IDD) across the country. According to the India Iodine Survey 2018-19, 76.3% of households consume adequate iodized salt, yet awareness of its benefits remains low, with only 22.4% understanding its importance.
Building on the success of its digital and television campaigns, Tata Salt has expanded its audio-led initiative ‘Namak ho Tata ka… Tata Namak’ to rural and semi-urban India. High-frequency audio activations are now being conducted at key transit hubs, including railway stations, bus stands, and transport vans in cities such as Delhi, Nagpur, Varanasi, and Patna. The campaign emphasizes the connection between adequate iodine intake, child cognitive development, and the nation’s long-term growth.
The campaign has found a receptive audience, with local vendors and commuters responding positively to the audio activations at the bus stand and railway station. Market feedback indicates increased consumer interest in Tata Salt, highlighting the campaign’s potential to drive awareness and adoption in semi-urban hubs. Tata Salt continues to reaffirm its commitment to national wellness by ensuring iodized salt reaches every household, bridging both awareness and accessibility gaps in India’s fight against IDD.
