tata tea - jaago re!
TRANSCRIPT
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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
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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