Marketing Directions

OCTOBER 8 2016, NEW DELHI

CAUSE MARKETING,
VOTE DRIVING
AND
ANTI-CORRUPTION

Jaago Re Campaign – Innovative, Stunning, & Resonating!

TATA TEA

For around eight years now, Indians have been awakened by a hard-hitting media campaign that says, ‘Har
subah sirf utho mat. Jaago Re!

The idea was to market the product, the methodology not only helped in marketing the product but it helped
TATA gain immense attention and it received accolades from all over the globe.

This was not just it, this was TATA’s attempt to change India at their end.

Confused? Just continue reading…

“You can’t sell anything if you can’t tell anything”

- Beth Comstock
 Marketing Directions
Tata Tea’s New Brew
Tata Tea, a name which glides through the colloquial
articulation of millions of Indians has a certain ring to it and
two words which go together seamlessly. Tata Tea holds a
special place in the Indian landscape as being the largest tea
manufacturer of India. Another feat of the Tata Tea which
makes it so special is the fact that it was the first Indian
company to successfully complete acquisition of a global
brand, Tetley. An English beverage manufacturer, and the
world's second largest manufacturer and distributor of tea in the year 2000. Seven years after making history,
Tata Tea after changing its name to Tata Global Beverages Ltd. was in the process of making history yet again
with an impactful marketing campaign – “JAAGO RE”.

Launched in 2007, this campaign has since led to a revolution in the country by prodding and provoking the
minds of the youths of the country with its messages of empowerment and the need to be more responsible
citizens of the society.

Cause Marketing
From a purely marketing perspective, the campaign was
actually the application of theory called Cause Based
Marketing. The brand needed a rejuvenation, it needed to
resonate with the masses, it needed a youth connect to move
forward. The advertising costs on different brands were
driving the financial costs high. The thinking was to bring all
these different brands into one umbrella of advertisements
and make a campaign which will actually give strength to the individual brands itself.

It was under this background the Jagoo Re! Campaign was launched. This campaign worked on two levels.
One, It intertwined the themes of civic consciousness with that of the physical and psychological boost that a
cup of tea delivers. More importantly, it acted as a wake-up call for the country’s social-minded youth and
spawned several spin-offs in terms of social interventions that are having an impact on the nation’s
consciousness. Making the perfect amalgamation of achieving marketing objectives and helping in bringing
about a social change.

“No matter what you do, your job is to tell your story”
- Gary Vaynerchuk
 Marketing Directions
One Billion Votes
It was 18 September 2008, when Tata Tea, also
India’s largest tea company by volume,
announced that it had joined hands with
Janaagraha, a Bangalore based not-for-profit
organisation that has been doing pioneering work
in the areas of urban advocacy and governance.

The aim of this partnership was to create a

platform that would motivate a huge number of
Indian youth to participate actively in the
electoral process of the country. This initiative was given the name ‘Jaago Re! One Billion Votes’. The objective
was to raise awareness among the youth of the country about exercising their right to vote as a means to make
a difference in the society.

Jaago Re! Website enabled registration of voters thus helping them become a part of the electoral process and
hence be key agents for positive change in our democracy. Jaanagraha brought its comprehensive knowledge
about electoral processes as key elements into the campaign. The idea integrated Jaanagraha’s main line of
advocacy to improve the systematic nature of problems related to maintenance and use of voter rolls with Tata
Tea’s ability to facilitate the process and provide the necessary support needed for the mammoth project.

It was the first time in the country, an online voter registration engine was hosted enabling citizens across the
country to fill their voter registration forms in 5 mins and also get driving directions to submit this form in their
city. Hence this campaign was not only a call to action but it provided the platform which provided any potential
voter all the information and facilitation he or she needed to become a part of the electoral process.

“Making promises and keeping them is a great way to

build a brand” - Seth Godin
 Marketing Directions
Khilana Bandh Pilana Shuru
With the understanding that corruption is the largest tax on India’s future which leads to massive costs on
entrepreneurial activity, economic opportunity and prosperity, Tata Tea Jagoo Re! Campaign was reinvented.
An integrated media campaign was launched “Khilana Bandh
Pilana Shuru”.

The underlying thought behind the campaign was that corruption

is prevalent in the society because people are willing to pay a bribe
and therefore the power to make a change lies in the hands of the
individual. Thus, if a billion Indians stop paying bribes, corruption
would cease to exist.

Over 2 lakh people pledged against corruption at that time. Aamir

Khan was roped in by Tata Tea and an event called “Tea with Aamir
Khan” was organised to facilitate the few lucky winners out of the
2 lakh people who came forward and showed their resolve
towards being the change they want to see in the society.

The overwhelming response for the campaign indicated that

people then supported the idea that corruption is the single largest malaise hampering the future of our nation’

Soch Badlo
It was the 25th anniversary of Tata Tea, and it was celebrated in grand style with a new film remoulding Tata
Tea’s Jaago Re! campaign, titling it “Soch Badlo” which continued its battle against corruption, also focusing
now on strengthening the brand’s connection with the women who buys into their brand.

The women was portrayed as a mature sensible and wise protagonist who is able
to lift the shroud of negativity in our nation which is surrounded by numerous
scams and emerge as the voice of reason. Thus specifically targeting the women
segment with the campaign.

It was also a time when the nation’s image had taken a beating due to the
upcoming of a number of scams and hence the campaign was also aimed at
showing the good things that were happening around the nation and extending
the moral support to improve the image of the nation.

“Good content marketing makes a person stop, read

think and behave differently” - Joe Pulizzi
 Marketing Directions
Simplify
Jaago Re went to explore a new direction to educate people about important matters that are often overlooked.
They went through partnerships with subject experts to collate information and create a portal with free access.
This was done with a thought of enabling a deeper understanding of the problem or an issue at hand to help the
citizens get to the root cause of the problem and find solutions and ideas on how to solve them.

An information supplying snippet from the website of Jaago Re!

The idea was to simply the complex issues which citizens of the country face on a daily basis. 22feet, the digital
partner for this initiative facilitated this by providing a portal which allowed the young, tech savvy India an
interface to navigate complex, time consuming problems and enabled them to act on them quickly.

One of the major successes of the campaign was the topic “Know Your Police”, wherein a website was created
to spread awareness among the citizens pertaining to their rights and obligations when dealing with the police
in our country, to educate the people about their rights and duties.

“Many a small thing has been made large by the right

kind of advertising” - Mark Twain
 Marketing Directions
Choti Shuruat
The campaign “Choti Shuruat” was aimed at the gender bias that exists in the country. The main agenda being
women’s rights and safety in the wake of the Delhi Rape incident. The objective of the campaign was to bring a
change in the mind set and encourage people to make small gestures to shun the gender stereotypes that have
plagued the country for centuries.

The campaign had big names at the helm to steer it forward. Shah Rukh Khan and the famous director R. Balki
came together to make an advertisement, where he can be seen talking about women’s education and status
in the society. About being asked why isn’t the name shown before the actors in the movie credits, he sips his
Tata Tea and pledges that in his movies the name of the actress will appear before his name. A Jaago Re moment,
which was actually practiced in his movie Chennai Express and this continues as we speak.

In addition to this, in partnership with an NGO, Breakthrough. They launched a pledge drive, where over 150,000
pledges have been taken to eradicate gender stereotypes.

“The brands that will thrive in the coming years are the
ones that have a purpose beyond profit” - Richard Branson
 Marketing Directions
Power of 49
The current campaign has revolved around women’s empowerment.
And this has evolved into the power of 49, which works on the idea of
women being 49% percent of the electoral base, to get out of their
homes and vote in large numbers to force the candidates to make their
manifestos more inclined towards the welfare and safety of women.

The campaign gained a lot of traction as many Bollywood celebrities

talked about the initiative. They also tapped the daily soap operas of
the Indian television to generate maximum reach and visibility. The
whole point was to get women to vote and voice their opinion in the
2014 general elections.

There was another

initiative, ‘Push the Pin’,
where women were
encouraged to raise their
issues. A missed call option
was also there, where
women from the
economically weaker
sections of the society
were able to leave their
messages without any cost
to them. These messages
were used to create a 10
point document, released
in the media to be debated
upon.

“Make your marketing so useful people would pay for

it” - Jay Baer
 Marketing Directions

Some Electrifying Facts from Jaago Re!

 Our country now has 83 crore voters, almost two crore more than the participating
voters in the 2014 Lok Sabha elections. The number of total voters is beyond the
population of the whole of Europe put together.

 52 lakh young voters who had attained majority at the age of 18 in the year 2014,
had registered as first time voters. This turned out to be the biggest empowerment
of youth on a single day anywhere in the world. As of 2015, this number has more
than doubled.

 For the first time in India, the transgender community is being recognized and can
vote under the categories - 'third sex' and 'others'. This comes as a feature that
didn't exist previously. So far, 28,314 voters have registered as transgender.

If you want to walk fast, walk

alone. But if you want to walk far,
walk together.
- Mr. Ratan Tata

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