In July 2013, afaqs! had reported that Tata Salt was looking out for a creative agency. The incumbent agency on Tata Salt's account was Leo Burnett.
Both the agencies have been given the mandate after a competitive multi-agency pitch. The announcement comes close to the information that the company, Tata Chemicals, has identified its food business as a strategic priority for growth.
For the record, Tata Salt was launched in 1983 as India's first branded iodised salt. Though the brand has carried several taglines since its launch, the most memorable one is still that of 'Desh ka Namak'. Products within the Tata Salt portfolio include regular Tata Salt, Tata Salt Lite, Tata Salt Flavoritz and Tata Salt Plus.