Tata Salt, India’s leading branded iodized salt, has expanded its Independence Day audio-led campaign, “Namak ho Tata ka… Tata Namak,” to strengthen awareness on iodine as a key nutrient for mental development. The campaign, which earlier reached audiences through digital and television, is now penetrating rural and semi-urban India with audio activations at railway stations, bus stands, and vans across cities like Ghaziabad, Nagpur, Delhi Junction, Muzaffarpur, Patna, Varanasi, Lucknow, Indore, and Bhopal.
At the heart of the initiative is Tata Salt’s iconic sonic identity, reimagined through four short films highlighting iodine’s role in a child’s cognitive growth and its long-term contribution to nation-building. In addition, the “Iodine Express” van activation is covering 28 towns in Bihar, engaging school students and local communities through marketplaces, mohallas, and haats.
One of eastern India’s key trade hubs, traders noted that the campaign resonates strongly with families concerned about nutrition. With large footfall at local haats, retailers observed that the audio activations are sparking conversations around iodine intake, particularly among rural households, strengthening Tata Salt’s position as a trusted brand.
