Tata Salt — Desh Ka Namak Digital Campaign

Tata Salt's Independence Day digital campaign "Desh Ka Namak" activated over 800 micro and nano influencers across India to tell authentic stories of local heroes — teachers, doctors, farmers, and soldiers — who embody the spirit of the nation. The campaign generated 2.4 billion impressions across Instagram, YouTube, and Moj, with a UGC contest receiving 1.2 million entries. Content creators were briefed to shoot in their own towns and villages, making the campaign genuinely local in both language and context. The campaign was awarded at the Effie Awards India 2024 for Best Integrated Campaign and recognised by Campaign India as the most-shared Independence Day campaign of the year.