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CAUSE MARKETING,
VOTE DRIVING
AND
ANTI-CORRUPTION
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.
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.
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.
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.
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.
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.
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.
@MarkClub_IMI