Jaago Re!

One Billion Votes' is a non-partisan nationwide movement that aims to

awaken and enable the citizens of India, especially the youth, to register to vote.
[1] It was launched by Tata Tea and Janaagraha (a non-profit organization.) [2]
The communication was created by Lowe, Mumbai.

Jaago Re! One Billion Votes is an extension of Tata Tea's iconic Jaago Re!
campaign, which focuses on social issues. In 2008, Tata Tea decided to take up
youth voting as an issue, and created the One Billion Votes property in
association with Janaagraha.

This movement is not just a call to action but a platform

(http://www.jaagore.com/) designed and developed by Webchutney, which
provides any potential voter all the information and facilitation he or she needs
to become part of the electoral process.

The mission is to register the entire of India for voting in the next 5 years, in
order to better Indian democracy. In the launch year (2008–09), the campaign
targets the top 35 cities of India, and aims to register millions of youth before the
2009 general elections.

“Agar aap votingwale din vote nahi kare rate hain to aapso rahe hain( If you are
not voting

on election day, you are sleeping) says the model in an advertisement to a group
of young

people to which the girl asked “Kisko vote Dein” “whom should I vote?” The
model turns a

green glass in his hand with a logo TATA TEA, the message goes “Jaago Re One
billion

votes”. This campaign has today caught the attention of almost all Indians,
especially in the

urban areas.

2nd type intro

Tata Tea recently re-launched its flagship website www.jaagore.com. The portal
which was, for the last one year, an online hot spot for aspiring voters to register
and obtain all information related to Voter Registration, will now stand for social
awakening in a broader sense. Jaago Re as a campaign has targeted the youth of
the nation, urging them to take a stand on various issues such as voting and
corruption and do their bit – thereby encouraging them to be the ‘change they
want to see’. The new www.jaagore.com is designed to be a portal which
facilitates the flow of information and resources between individuals / groups /
organizations – by bringing together, onto a common platform, those who
possess information and resources and those who need them. The understanding
behind the website is that people have the desire and the resources to
contribute meaningfully to social causes that they believe in. However, often
they are unable to channelize this desire into actual contributions due to lack of
information about whom to contact or where to go. Similarly, NGOs have specific
requirements for time, effort or special skills, but are at a loss to rope in the
much-needed resources. This portal hopes to provide a platform for these two
sets of people to interact and exchange information, time, effort, skills etc.

The website is simple with two key sections – Jaago and Jagaao. Jaago is the
information section – a place where people can read up on various social issues –
their causes, effects, solutions and how each individual can contribute to
addressing the issue. People can post articles and documents related to any
social issue, thus making this section of the website into an information and
knowledge bank.

Jagaao is the direct engagement section of the website – a place where

individuals and organizations (NGOs) register and create a profile. It is the social
exchange wherein NGOs can post various requirements – in the form of projects
requiring man-hours or specific skills etc. Similarly, individuals can post their
interest areas and availability. Individuals can search for projects by location,
dates, causes etc. NGOs can also actively search for people using the filters
provided. Speaking about the portal, Ms. Sangeeta Talwar, Executive Director,
Tata Tea Limited, said, “At its best, jaagore.com hopes to facilitate social
awakening among the youth by providing them the platform and opportunities to
channel their efforts and skills. With this initiative Tata Tea hopes to take its
flagship campaign - Jaago Re! - beyond the rhetoric, from a level of creating
awareness to a level where it actively facilitates action – another call to action.”

[edit] OutreachBLV

City Team

Voter registration efforts are planned and executed by a group of passionate

young volunteers. Cities covered for outreach activities under Jaago Re! One
Billion Votes include Delhi, Jaipur, Lucknow, Kolkata, Hyderabad, Chennai,
Bangalore, Pune, Mumbai, Surat and Ahmedabad.

Beginning 1 November 2008, talks are organized in more than 200 of India's
largest colleges and companies to spread the message of the movement, and to
organize ON THE SPOT voter registration drives using innovative technology. The
City team is the backbone of the outreach programme of Jaago Re! One Billion
Votes and encourages youth participation, either by -

Spending one working day per week in outreach activities

Approaching Colleges and Companies to bring them on board as Host Institutes

Conducting creative outreach events to get youth enrolled

Being talk facilitators, to address audiences during outreach drives

[edit] AdvertisingThe Jaago Re! One Billion Votes campaign was conceptualised
and executed by Lowe, Mumbai. Lowe created two commercials: the lead film
that talked about the need for the youth to awaken, and a follow-up film which
talked about what the website has to offer.

Several viral marketing ideas were also created and hosted on a separate
website. Lowe developed 360-degree communication covering Internet
advertising, radio, mall and multiplex ideas, etc.

In addition to this, Lowe created the communication for all the Outreach events
planned by Janaagraha. This included activities at companies like Infosys and
Wipro.

[edit] Advisory GroupThe Jaago Re! One Billion Votes movement is led by an
eminent Advisory Group comprising Mr N. R. Narayana Murthy (Chief Mentor,
Infosys), Mr T S Krishnamurthy (Ex Chief Election Commissioner), Tariq Ansari
(Midday Group) and Rakeysh Omprakash Mehra (Filmmaker and Director, Rang
De Basanti)
[edit] PartnersJaago re! One Billion Votes is being supported by multiple partners
and sponsors, who believe in the cause of voting. Their message is a strong one
and is built at the very root of participatory democracy. The outreach partners of
Jaago Re! One Billion Votes include Lok Satta Andolan (West India), PRIA (North
India), Yahoo! India, Radio One FM 94.3 and Midday.

JANAAGRAHA

Janaagraha is a not-for-profit institution started in December 2001 by - Ramesh

and Swati

Ramanathan. From a movement to include people's participation in public

governance, it has

now evolved into a robust institution for Citizenship and Democracy. It now has
an eminent

governing board and an active Working Council that makes operational decisions
for the

organisation. Of the thirteen programmes in Janaagraha four have advisory

groups with

members that are highly accomplished working professionals. Besides the staff
of twenty

nine, Janaagraha is supported by the energy of at least 200 volunteers at any

given point in

time. Janaagraha works to improve the quality of life of all the people in Indian
cities and

towns. It works with citizens and governments to bring about comprehensive

solutions to the

problems in cities. Janaagraha believe that it is not enough to have a systems

approach alone;

the solutions have to be rooted in democracy. It identified that one of the many
issues faced

by democratic system is election and to be precise – low voter turnout during

elections. Thus,
to achieve a mass awakening regarding all these issues, Janaagraha joined
hands with TATA

The objective of the partnership between TATA and Janaagraha is to create a

platform that

will motivate the vast numbers of Indian youth to participate actively in the
electoral process

of the country. The initiative is named “Jaago Re! One Billion Votes” and aims at

awakening the youth of this country to the importance of exercising their right to
vote as a

means to bring about the change they seek.

The campaign’s main concept is to strengthen the very roots of Indian

democracy by

encouraging the citizens to actively participate in changing the quality of

governance by

voting and electing quality leaders. This product/campaign vision is to transform

tea from a

medium of mere physical and mental rejuvenation to a medium of social

awakening. The

Jaago Re campaign communicates the message that merely waking up is not

enough; we need

to awaken to all the problems facing us, and to help bring about a positive
change. The same

is communicated loud and clear by its punch line “Har subah sirf utho mat. Jaago
Re!”

WHY TATA TEA?

Launched in 1985, Tata Tea created the polypack revolution in tea industry in
this country.

Over the years the brand has built on its success and is the market leader in
terms of both
value and volume. From a single product offering, it has moved to offer products
at all pricevalue

points. Spanning the length and breadth of the country, appealing to a wide
spectrum of

consumers of all demographics, Tata Tea is today poised to take a quantum leap
in terms of

growth, relevance and appeal to consumers.

Launched in 1985, Tata Tea was responsible for starting the polypack revolution
in tea. The brand was built on the support of the garden fresh story, with the
platform of 'Asli Taazgi'. From a single variant, this brand today has 4 variants –
Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life.

Tata Tea Premium, the portfolio's flagship brand, is currently the largest packet
tea brand in the country with an All India value share of 8.8%.

Tata Tea Gold, the portfolio's premium brand, was launched in 2003. The brand
continues to record rapid double digit growth and is already 20% the size of the
flagship brand.

Tata Tea Agni, the portfolio's economy brand, has very rapidly established its
foothold in this market segment, enabling gains from local and regional brands.

Tata Tea Life is the latest introduction to the portfolio, launched on the health
and wellness platform.

Tata Tea has been rated as the No.1 beverage brand in the country and has
been listed in Superbrands (Top 100 Brands in the country). The brand has also
won numerous consumer awards viz, AMGF Mera Brand award and the Reader's
digest platinum award to name a few.

The four Tata Tea brands were brought together under one platform – to help
communicate a single, unified message to the consumer.
The new communication attempts to migrate tea from being a physical and
emotional revitaliser to becoming a catalyst for 'social awakening' with the
message 'Har Subah Sirf Utho Mat, Jaago Re.' This establishes thought leadership
for the brand thereby reinforcing its market leadership.

The four Tata Tea brands – Tata Tea Premium (largest selling tea brand in India),
Tata Tea

Gold, Tata Tea Agni and Tata Tea Life – were advertised and positioned uniquely.
These

four brands are now brought together under one umbrella brand- Tata Tea. This
consolidation

and unification of the four brands is aimed at communicating to the consumer a

single,

unified message in terms of emotional connect. The new campaign leverages the
unique

position that tea enjoys in Indian culture and attempts to transform tea from a
physical and

emotional revitaliser to a catalyst for ‘social awakening’.

As Mr. Percy Siganporia, Dy. Managing Director, Tata Tea Limited, commented:

“In India tea is much more than just a beverage; it is indeed a way of life. It is so
deeply

embedded in our psyche, in our roots, and our culture that we cannot imagine
life without a

cup of steaming hot tea. The new campaign will migrate Tata Tea from being a
physically

and emotionally revitalizing tea experience to one that will challenge the
consumer’s intellect

to “awaken” to what is around them. It will motivate people to internalize the tea
experience

and externalize their social awakening. It is probably the first time that any
brand is taking

on the mantle of social responsibility in such a manner. The campaign will also
provide a

poignant platform for connection with the youth.”

Thus to create a social awakening at such a large scale the need was to select a
product which
is a mass product and one with which all segments of consumers associate.
Voting is the

biggest power in democracy and a cause with which an average citizen

identifies. Hence, a

natural synergy between the cause and the product. Further to encourage
individuals to

register to vote without having to go through public systems, a website

www.jaagore.com

was created.

STRATEGY, PROMOTIONS AND ADVERTISEMENT

Since the campaign size is at such a large scale, the strategy has plans to deploy
a mega

approach to connect with the consumer at all possible touch points. Television is
the lynchpin

of the campaign. Television Commercials are shown at regular interval. Each of

the

commercials touch upon one relevant social issue. Further the site provides all
the required

information on the issue, allowing consumers to interact and provide solutions.

Along with

television and the website, the campaign also uses radio, press, shop level
visibility and the

new outdoor medium of malls and multiplexes to drive home the message of
Jaago Re.

To hit right on the mind of the viewer, the promotion started with a very catchy
line, “Jaago

re, Jaago re, Jaaaaaaaaaaaaggggoooo reeeeeee”. In its very first advertisement,

it shows a

youth interviewing an election candidate and asking him to awaken himself. The
candidate’s

taking things for granted is matched with his sleeping state. It was followed by a
few small
ads like naming badly constructed roads full of potholes after the contractor and
the latest ad

where two guys are shown distributing tea on the day of elections to a bunch of
people.

Tata Tea is promoted in a very subtle but clearly memorable manner.

INNOVATION USING TECHNOLOGY

The uniqueness of this campaign is the way technology has been innovatively
leveraged to

address the fundamental challenges in voter registration process. There are

many hurdles

which citizens face in the current voter registration process, enough to test the
patience of

even the most determined citizen! The issues vary from getting accurate
answers on how the

process exactly works, knowing your Assembly Constituency, where to drop your

registration form, whether you have made it to the voter list or not etc.
Integrating the latest

advances in internet and mobile technologies in a seamless manner, Jaago Re!

One Billion

Votes and its website www.jaagore.com, aim to provide a one-stop-shop solution

to all your

voting needs. The website has an easy go through interface with following
features:

 It’s fairly simple and easy to navigate.

 Quite self explanatory and matter of fact

 Interesting interface

 A comprehensive list of FAQ’s and sensible bifurcation between the different

kinds of

voters’ query.

 Good content from information and educational point of view.

VALUE PROPOSITION
This campaign is started with a vision to transform tea from a medium of mere
physical &

mental rejuvenation to a medium of social awakening especially the youth. It is

meant for all

those who feel an itch to do something revolutionary in a positive way. A quick

assessment

among those who have watched the ad campaign on television, shows that it
propels the

individual to stand up and voice his/her opinion. So its talks about the awakening
of the

minds each morning and to do something bold.

TARGET MARKET

The campaign focuses on empowering the youth of India to lead the change they
are seeking.

Undoubtedly, the driving force behind the campaign are a bunch of passionate
youth

themselves.

The youth of India have the passion and potential to make a difference, what is
missing is an

enabling platform. This is what Jaago Re! One Billion Votes aims to provide. The
campaign

provides opportunities and tools to the youth to run their own voter registration
drive –

amongst their friends, community or at their campuses – and even track the
number of people

they have registered at www.jaagore.com.

After establishing the concept of Jaago Re last year, it was time to take it to the
next level this

year. And the biggest event for the next twelve months in the country is the
general assembly

election. This segment is educated, tech-savvy and has a modern outlook. And
yet, it is
indifferent and cynical towards elections, and unaware and disinterested about
voting.

So 2008 campaign, One Billion Votes, aims to awaken the entire country,
including the

youth. To facilitate this campaign on-ground, Tata Tea has tied up with
Janaagraha, which

has a background in social awakening. With plans to create awareness in

colleges and

organizations in 35 cities across the nation, One Billion votes will create a
platform to help

the people vote. The take away message of their on-ground and online campaign
being, "If on

Election day you're not voting then you're sleeping".

PARTNERS

LOKSATTA

Lok Satta Movement is India’s leading civil society initiative and people’s
movement for

wide-ranging governance and political reforms. The movement is driving the

electoral and

governance reform agenda of the country with several notable successes to its
credit such as

the Public Discloser Law and the Right to Information Act (RTI).

Lok Satta has experience in similar campaign e.g. Lok Satta launched a national
platform

called “Vote India” in partnership with several organizations to spearhead the

campaign for

political reform. Likewise it launched “Vote Police” for police reform and “Vote
Mumbai is a

campaign for Urban Governance Reform.

PRIA

PRIA founders believed in two principles of development:

 Participatory Research believes in the intrinsic value of people’s knowledge as

a basis
for their own empowerment

 Participatory Development is a process whereby people are empowered for

planning

and implementing their own development plans.

These two principles of participation were applied in a variety of settings and

contexts:

 Women’s education and their livelihood

 Forests and tribals’ rights

 Workers’ Education and Occupational Health

 Literacy and continuing education

PRIA’s vision is to develop a democratic society based on the values of equity

and justice.

PRIA intervenes directly at the local level in the eight states of Bihar,
Chhattisgarh, Haryana,

Himachal Pradesh, Jharkhand, Orissa, Rajasthan and West Bengal. With the
support of its

core group of partners PRIA further extends this approach to the states of
Gujarat, Kerala,

Madhya Pradesh, Uttarakhand and Uttar Pradesh. PRIA’s interventions in each

state are

woven around relevant issues and themes ensuring delivery of development

through the

effective and accountable functioning of local governance.

YAHOO

Yahoo! India (www.yahoo.in), launched in June 2000, has established itself as the
pioneering

and leading Internet portal providing value added services for Web users in India
and users

abroad with special interest in India.

Yahoo! India seeks to provide a compelling web experience to Internet users. A

full range of
tools and marketing solutions from Yahoo! India help businesses connect with
Internet users

and make it a ‘must-buy’ partner of choice for advertisers, globally. Yahoo! India
also offers

an array of communications, commerce and content services that serve as a

starting point for

online needs of Internet users.

The “Jaago Re” campaign is a unique campaign undertaken by TATA. Along with
creating a

general awareness in India regarding election, reservation and taxation system it

also

projected the image of TATA Tea as the brand leader in its segment. This
campaign as of

now has revolutionised the youth as more than 170000 users have already
registered by

January 2009.

The challenge before the JANAAGRAHA and TATA was whether they would be
able to

succeed in creating this awareness. Even if they did, how to ensure that the
people actually go

to vote on the Election Day and the consumer believes in and buys Tata Tea. As
one of the

marketer commented “the success of a campaign lies in getting the consumer to

believe in it

and buy or act in the manner in which the organization want him or her to act”.
The test of

the campaign, therefore, would be 2009 election and market share gain for Tata
Tea.

10

Another challenge was that of reaching out to the younger generation across
India in their

own language. The cost of the project is yet another issue that JANAAGRAHA
would have

to consider. Can this cause be marketed through funds generated by all those
who commit to
the cause?

Marketing Report On Tata Tea

EXECUTIVE SUMMARY {draw:frame} The major point in the relative growth of

Tata Tea is that of Efficient Brand Differentiation & Strong Strategic Planning.
The market share of Tata Tea in comparison with HUL on the basis of the Value
can be shown below: {draw:frame}

ANALYSIS OF MICRO, MACRO AND GLOBAL ENVIRONMENT COMPETITIVE

STRUCTURE The number of firms in an industry or those supplying substitute
products affects the strength of competition. The competitive structure in which
Tata Tea is operating is Monopolistic Competition. Features of Monopolistic
Competition structure are as follows: Many firms compete with one another.
Each firm has a relatively small market share. The tea market is highly
consolidated in In.dia, with HLL and Tata Tea accounting for almost half of retail
value sales. According to the statistics available from varied different sources on
net, HLL (Brooke Bond and Lipton) is the clear leader, holding over 24.5% of the
market share, while Tata Tea (Tata) trails it with almost 20.5%. The remainder of
the market is far more fragmented and shared between numerous small players.
Marketers try to differentiate their offer from that of the competitors by varying
their marketing mix. Firms strive to make their products and services
appear unique to the customers. According to Business Standard dated
November 19, 2002, Tata Tea brand underwent a makeover in the look and feel
departments, its polypack form, in which Tata Tea had been traditionally packed,
sported a new metallic finish. There was a change in price point too. Tata Tea
sells different blends according to the regional tastes in India. Tata Tea’s
products are sold throughout India through a vast network of 600,000 outlets
situated in larger villages, towns and cities. It launched a “video on wheels”
program (a truck with a video that moved through rural areas showing
commercials and selling packet tea). Tata Tea is also known for the genuine...