Tata Tea - Jaago Re!

8/22/2019 Tata Tea - Jaago Re!

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Tata Tea

Jaago Re! Campaign


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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 Motorsor 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 globallyand has a presence in 40 countries


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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


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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


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Brand Values

Refreshing

Aroma

Success

Young

Healthy

Innovative/ Trendy

Responsible


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The Jaago Re campaign- 1 billion votes

Har Subah Sirf Utho NahinJaago Re

StrategyAssociating 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


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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!!


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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
http://www.jaagore.com/http://www.jaagore.com/http://www.jaagore.com/http://www.jaagore.com/http://www.jaagore.com/http://www.jaagore.com/


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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, Agaraap vote ke din, vote nahin karengi, toh aap so rahe hain!!

Voting ke liye register karein, www.jaagore.com

The advertisement ends with message Agaraap sote rahein toh yeh desh kaise

jaagega
http://www.jaagore.com/http://www.jaagore.com/


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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


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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


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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


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


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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


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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


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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 todoubt clearance across over the table


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WAKE UP!!!


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Thank You..

Name Roll No

Aditya Doshi 05

Anas Mangrolwala 13

Disha Desai 27

Kashif Quereshi 42

Javed Shaikh 50

Documents

Tata Tea - Jaago Re!