Empowering Brand Experience, Influencing Decision Making. 
01 Brief
Tata Salt enjoyed market leadership in urban areas with a 36.8% share but struggled in rural regions, where its share was only 14.8%. In Odisha, rural areas contributed 75.6% of the salt sales, dominated by local brands. Tata Salt sought to penetrate this market by building brand love, establishing its superior image, and increasing household penetration.
02 Approach
With 1.5 million devotees participating in the Jagannath Rath Yatra in Puri, Odisha, Tata Salt aimed to make a meaningful impact. On-ground research indicated that promoting a brand during religious events often came across as opportunistic. The team also identified dehydration as a significant but overlooked issue due to extreme heat, causing people to faint from sodium loss.
03 Solution
Tata Salt created “Sehat Ki Chuski,” the world’s first ORS (Oral Rehydration Solution) energy popsicles, blending salt, sugar, water, and lemon syrup into a delicious, effective remedy. These popsicles helped prevent dehydration during the Yatra. Branded ice cream carts and promoters with ice boxes distributed the popsicles, avoiding traditional media clutter and fostering word-of-mouth promotion. The innovative, fun format became an instant hit, with people naturally gravitating toward it, ensuring Tata Salt’s brand was perceived as caring and essential during the event.