Tata Salt’s Promotional Strategies

Tata Chemicals Limited (TCL), the parent company of Tata Salt, a pioneer in the Indian branded salt market, launched a new promotional campaign ‘Desh Ka Salaam, Sarhad Ke Naam’(nation’s salute to the armed forces on the border) to coincide with the 69th Independence day of India (August 15, 2015). The campaign bagged two Guinness World Records . The first was for the loudest indoor shout with a crowd-sourced slogan ‘Jai Hind’ (victory to India) being shouted out at the 122.2 decibel level; the second was for the longest line of postcards with a chain of 6400 hand-written messages and postcards from Indian citizens to the armed forces in the country...