In India, Tata
tea is one of the strongest packaged tea brand in the country. Tata tea began
its journey well more than 25 years ago, when the packaged tea market was
dominated by one large player with over 70% market share. As other brands
almost found it impossible to enter in this market, Tata tea saw and took the
opportunity and even succeeded.
However, Tata
tea’s initial advertising campaigns primarily covered the physical and
functional aspects of the brand such as freshness, packaging, taste etc.
Now, for
around 7-8 years, after it attained market leadership, Tata tea raised its
communication efforts to self-actualisation level and positioned itself for
social awakening. Indians have been awakened by a hard-hitting media campaign
that says “har subah sirf utho mat, jaago re!”. the landmark ‘Tata tea Jaago
re campaign has transformed the way beverages are marketed in india by
repositioning tea from a wake up drink to a medium of social awakening.
Tata tea's "jaago re!" campaign ads tackle one of the most crucial social issues we face nowadays such as corruption, unqualified leaders and the common man's ignorance of his 'right to vote'.
In this advertisement towards your left, a man is returning home on a motorbike with his two other friends. on entering, his wife asks if he was done with the day's quota of wandering around but instead his husband informs her in a triumphant tone that he did a big duty- the duty of 'voting'. The wife then offers him tea made of only big leaves in return. On being questioned, she explains how he forgot the smaller duty in the whole scenario- the duty of following traffic rules.
It simply concludes that completion requires both big and small elements, be it either tea or one's duty.
The 'jaago re!' campaign also launched the "power of 49" which is directly linked to the women voters-to-be who form 49% of india's electoral rolls. For putting women first and encouraging them even the BAADSHAH of bollywood or should i say Mr. Shah Rukh Khan took an initiative.
This
advertisement begins with a female journalist interviewing Shahrukh Khan. She
starts off saying that its women’s day all women love you. So Shahrukh says
that he loves all women in return in his characteristic style. The journalist
further asks him for his views on women’s equality and women’s rights. Khan
says that women should not only be equal to men but ahead of them either it be
education, medicine, politics or anything. The journalist asks then then why
not in films? Why does the hero’s name appears ahead of the heroine’s name in
the titles? After asking this the journalist asks the cameraman to cut and in
the meanwhile khan takes a few sips of his ‘Tata tea’ and starts to think about
the question. After that he asks the cameraman to start rolling and makes a
promise that in future, in his each and every film the heroine’s name would
appear before the hero’s. the voice over says ‘ Bade badlav ke liye hare ek ko
chhoti shuruaath karni padegi. TATA TEA.
This ad did
make a small change as if we can recall that deepika padukone’s name appeared
before shahrukh khan in Chennai express. Toh ho gayi na badlav shuru?
When this issue was raised then it automatically became a pretty powerful campaign when one considers that how the past few years have put a spotlight on india's poor record when it comes to protecting and empowering women. The latest 'jaago re!' campaign relaunched the "Power of 49" through this ad.
The above ad, directed by gauri shinde, portrays a few women in the salon of how they carry pepper spray in order to protect themselves. A girl working on the salon tells them that tehy should put a kaala teeka(black dot)instead. The ladies there assume that the girl is referring to thr superstition of putting a black dot to ward off the evil eye. However, the girl further clarified that she actually referred to the black dot on the index finger as a symbol of 'giving vote'. She further conveys that if they vote for the right people, they will ensure better safety.
This ad mainly aims to awaken the 'educated or so-called well informed class of the country' who don't believe that voting can make a difference. This also tries to open minds of the power that the women of India have to bring the change they want by casting vote.
TOH HAR SUBAH SIRF UTHO MAT, JAAGO RE!
-BY REEMA BHADURI
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