This is how Tata Salt urges the nation to pay attention to missing "I"

With Global Iodine Deficiency Day observed on October 21 each year, Tata Salt, has reiterated the need for increased awareness on the importance of iodine in the diet! And how? This year, the company chose the 'World Iodine Deficiency Day' to roll-out the #MissingI campaign, focused on iodine deficiency and its causes, across all media platforms. The innovation was built on the thought of the MissingI conceptualised by Tata Salt and its creative agency Ogilvy.

Leading Newspaper Hindustan Times has gone ahead in dedicating the body of the front page towards the cause by tweaking its spellings for the #MissingI campaign

The brand has collaborated with traditional and new age media to create awareness and establish the importance of Iodine through "The Missing I." Notable personalities like Harsha Bhogle, Indian cricket commentator and cricketer, Gautam Gambhir have also tweeted on the day about the #missingI campaign to create awareness about importance of Iodine.

The letter "I" was removed from the Times of India logo on its Web and WAP sites

In addition to that, ESPN cricinfo live scorecard page also had cricket commentary with #missingI.

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