Jaago Re! – Awakening the social consciousness with a cup of tea
- Sandhya
- Nov 28, 2021
- 4 min read
Updated: Jan 24, 2022
Part 1: The awakening
In 2004, with stiff competition from various tea brands across India such as Hindustan Unilever Ltd which had 24 % of the market share while Tata tea only had 3%, they had to venture into new marketing initiatives. Since the acquisition of Tetley in the year 2000 which made them the second largest tea brand in the world, they had been innovating with flavours such as introduction of masala chai (which is based out of various spices), lemon, ginger tea etc under the Tetley brand, their packaging providing various sub brands that met the customer’s financial and their culinary needs and their communication efforts.
In 2007, when they became India’s No:1 tea brand, they wanted to showcase the vastness of the brand’s vision and the efforts that they had put into the R&D. Thus, Jaago Re campaign was born with a caption – Har subah sirf utho math. Jaago Re (Every Morning, Don’t Just Get Up, Wake Up). The idea of this campaign was to position itself as a brand which woke up the civic consciousness (self-actualisation) that the consumer could get with a cup of Tata Tea in everyday life especially in the younger generation.
The social cause marketing campaign consisted of a series of ads that spotlighted various social problems such as corruption, improper infrastructure, roles played by the cops etc with a 10-second duration, wherein the youth questioned the system. They later on ventured into voting rights for women and gender sensitisation and sports.
The campaign was promoted in all forms such as TV, Radio, print and cinemas and later with social media campaigns via various platforms and blogs. They also started a website to create an online community for social awakening. Along with ad campaigns, Tata Tea, as part of Jaago Re! initiative, also took up programs like Tata Tea Jaago Re! Soccer Stars to attract Indian youth towards soccer and nurture their interest in this game.
The Part 1: awakening was a huge success which lead to increase in Tata Tea’s sales, brand awareness and brand loyalty. The campaign had cleverly placed four sub products as part of this campaign thus making people believe that it is the sub brand that they used that made the change and hence lead to the increase in the mind share cumulatively. Sales rose from 36.9 crores in September 2007 to 43.79 crores in September 2008.
Part 2: One Billion votes!
The second part of it was launched in September 2008 which focused more on the political/electoral side - Jaago Re! One Billion Votes with a focus on youth empowerment especially encouraging the women to vote. This time, they partnered with Janaagraha, a Bangalore-based NGO, and became a corporate funding partner. This partnership was a win-win for both the parties as the NGO wanted funds and the brand wanted a social campaign (which they treated as part of their marketing initiative and not as a CSR initiative).
The campaign was launched strategically right before the election which happens every four years in India. The ads were aimed to urge the Indian citizens especially the youth to inculcate change through their vote. Unlike the 1st phase where the emphasis was on television, the 2nd phase core communication medium was through the website - https://www.jaagore.com/. Jaago Re! One Billion Votes campaign was not only meant to urge the youth towards voting, but also to guide them through the voting process.
This gained a lot of attention among the people leading to 618,157 people registering to vote through the site - https://www.jaagore.com/ . Many companies such as Infosys and Wipro who are Indian born tech giants came to the aid by urging their employees to register their votes via this site. The campaigns also got help from big celebrities such as Abhishek Bachchan and Sonam Kapoor which in turn helped them with their campaign for their movie - Delhi 6.
This lead to increase in the market share from 19.4%43 in December 2007 to 20.6% in December 2008.
Jaago Re 2.0 – Women and sports engagement
In 2017, they revamped the campaign and made it Jaago Re 2.0 which focused on “Pre-Activism” which was to inspire people to pre-act and drive a behavioural change by signing petitions on issues currently plaguing the country – Women and sports encouragement.
Their aim this time was to get 1 million signatures on their petition to nip the problems in the bud and bring an actual change. They wanted to bring a shift in the attitude and instil gender equality in school children. Dr. Ranjana Kumari and Olympic gymnast Dipa Karmakar were the torchbearers of the campaign and lead the issues of Women Safety and Sports Encouragement, respectively.
Dr. Ranjana Kumari is a renowned academician and social activist, who served as the Director of the Centre for Social Research in Delhi, as well as the Chairperson of Women Power Connect, a national level organization of women’s groups.
Dipa Karmakar is an artistic gymnast, who represented India at the 2016 Summer Olympics. She is the first Bengali as well as Indian female gymnast ever to compete in the Olympics. She secured 4th position in Women's Vault Gymnastics event of Rio Olympics 2016 and is a recipient of the Padma Shri, the fourth highest civilian award in the Republic of India.
13 years and still running:
In 2021, they set up a microsite to offer vaccination related information in their latest edition. They had tied up with volunteer groups and NGOs to help the less privileged in their vaccination journey.
In conclusion, Jaago Re! Campaign was a grand success despite its competitors trying to imitate the model of the campaign for various other causes. The brand has always identified the pulse of the nation. It picked up causes that resonated, reflected the mood of the nation and helped drive change thus staying relevant. By experts opinion, by redesigning and re-strategizing the campaign's messages and its modes, it can carry on the legacy for 13 more!
- An Article by Sandhya Suresh
References:
https://www.forbesindia.com/article/m.a.d-marketing-advertising-decoded/does-tata-teas-jaago-re-need-a-wakeup-call/68777/1
Tata Tea’s Jaago Re! Campaign: The Social-Cause Marketing Initiatives and Long-Term Branding Initiatives – Case study by Naga Sandhya and P Girija - 2009 - Case study
Number of words : 984
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