Tata Tea Jaago Re!

Campaign

About the Company

Set up in 1964 as a joint venture with UK based James Finlay From a market share of just 3% in 1974, compared to Hindustan Unilevers 80%, the company recently over took its closest rival with a brand share of 19.2 % compared to Hindustan Unilevers 18.6 % The most globalised company in the Tata portfolio is not Tata Steel or Tata Motors or even TCS, its Tata Tea Aggressively expanding globally through M&A Acquired UK brand Tetley in 2000, a company that had 3 times the turnover of Tata Tea in India Tata Tea is now the largest integrated player in the branded tea segment globally and has a presence in 40 countries

Vision & Mission Statement

Vision:
Be India's foremost tea based beverage company

Mission:
Achieve market and thought leadership for tea branded tea in India

Be recognised as the foremost innovator in tea and tea based solutions

Drive long term profitable growth

Tata Tea - A Global Brand

One of the very first MNC of India Indias largest brand Worlds second largest manufacturer and distributor of tea Largest manufacturer of Assam, Darjeeling tea and second largest for Ceylon tea Has its presence in more than 40 countries

Received the SuperBrand status in 2003

Brand Values
Refreshing Aroma Success

Young
Healthy

Innovative/ Trendy

Responsible

The Jaago Re campaign- 1 billion votes Har Subah Sirf Utho Nahin Jaago Re
Strategy Associating teas inherent quality to awake a person from his slumber with

social awakening
Jaago Re! is Tata Teas flagship campaign which is recognized for the manner in which it extorts every Indian to be the change he wants to see. Jaagore.com was launched in 2008 with the objective of bringing the process of

applying for Voter Ids, online a first ever in India

In 2009, the portal was stretched to bring the process of social contribution online again, a first ever by connecting people who had the desire to contribute, to opportunities where they could do so through NGOs, citizen groups and citizens Today, it is a buzzing portal with increasing engagement, conversations and connections between users and NGOs

Objective of the campaign

A genuine moment to reach out youngsters college by college Encourage people to vote. Initiative aims to impact the involvement of youth and the middle class people in the electoral process Focus to awaken the youth to the power that lies in their hands: Power to influence Power to choose

Power to vote!!

Jaago Re! One Billion Votes Campaign Awakens Young India

Tata Tea, joining hands with Janaagraha (NGO) The Jaago Re! Campaign: From challenging the qualifications of a politician to run the country, the campaign now seeks to empower the youth to influence polity by exercising their right to vote Campaign is not only a call to action but a platform which provides any potential voter all the information Focal point is the website www.jaagore.com

Original Advertisement Brief

Makes people realise that its high time they woke up and started using their

power of vote
A guy standing in front of cinema hall with thermos of tea repeatedly saying, Aap so kyun rahe hai? Chai peejiye!!! He continues.A women loses it on him & yells saying, I am not sleeping... He says, Agar aap vote ke din, vote nahin karengi, toh aap so rahe hain!! Voting ke liye register karein, www.jaagore.com The advertisement ends with message Agar aap sote rahein toh yeh desh kaise jaagega

Best part about the Campaign

A social initiative to motivate the vast majority of the Indian youth to actively participate in the electoral process of the country, thereby empowering them to make a wise decision and be responsible A perfect blend of caused based marketing and Corporate Social Responsibility Has integrated the social campaign effectively with the main advertising campaign by riding on the popularity of the digital media, thereby creating the site Jaago Re as an idea exchange platform TV commercial is extremely motivating, leading to an eye opening impact on the target audience Interactive and easy to use website

Pitfalls of the Campaign

Only targeted to educate and internet literate masses.

Ignored the vast majority of the Indian population who lives in towns and villages and they are the ones whose voice counts, but they do not have the access or the

privilege to internet

Success of the campaign

The website, got 28 lakh registrations, and 6 lakh first-time voters. Out of the 28

lakh registrations, one-fourth converted into final voting

Aaj Se Khilana Bandh, Pilana Shuru Campaign

The new campaign was launched in 2009 which takes up yet another relevant social issue CORRUPTION The campaign aims at not just creating awareness about corruption but communicating to the people that You should be the change you seek Jaago Re Corruption Index

Tea will also come out with Jaago Re Corruption Index. This will aim to gauge the
perception of the people on corruption and quantify it Tata Tea will also promote December 9, which is internationally celebrated as

Anti-Corruption Day, with an objective to make it into a national activity

Objective of the campaign

To communicate the impact of corruption on Aam Aadmi It was an attempt to awaken every Indian to the fact that corruption exists because we feed it, we bribe to get things done

To create awareness about the problem of corruption

and its ill effects on the society and the country as a whole The idea of the awakening is that in every situation of corruption the greater onus lies on Jo Khilata Hai the person giving the bribe rather than the one taking it

Too Busy To Care Campaign

BlogAdda.com and Tata Tea Jaago Re team up for its latest activity, Too Busy To Care Indian bloggers will now use this platform to share stories and collectively voice their opinions to connect, volunteer and act for coming out of the Too Busy To Care syndrome The campaign on jaagore.com is to encourage people to rid themselves of the TBTC syndrome Message : We need to take time out from our busy schedules to help someone and do something for the society

Conclusion

The communication gives out a strong message and acts as a wakeup call for the billion people of this country - To awaken oneself, unite and bring about a change The campaign brings home a fact that a partnership between Corporate and NGOs can help bring a lot of difference in the attitude of people The consideration set could have been wider by better targeting of smaller cities and rural areas Apart from TV commercials and internet marketing the campaign also should have included other types of marketing communication like print media, stand alone or events and road shows outside colleges and various other institutions leading to doubt clearance across over the table

WAKE UP!!!

Thank You..
Name Aditya Doshi Anas Mangrolwala Disha Desai Kashif Quereshi Javed Shaikh Roll No 05 13 27 42 50