Done by Sagar Agrawal

Topic for Discussion:

• Designing and execution of the campaign

• The best part about the campaign

• The worst part of the campaign

• Personal views and ideas about the campaign

Evaluation of an existing significant marketing campaign for the

Students done by TATA recently.

Design & Execution of the Campaign

• An initiative carried out between a popular Tea manufacturing company, Tata Tea and a Bangalore based NGO - Janagraha

• Tea drinking is a habit deeply engraved into our lifestyles. It is a symbol of refreshing our mind and providing renewed energy. Thus an awakening campaign using the brand platform reinforces the strength of the brand thereby creating an impact on mass audiences

• TV commercial – “Har subah sirf utho mat, jaago re”. The ads were made specifically keeping in mind various concerns faced by the community at large, emphasising simple and interesting messages that have a straight mark on the minds of the individuals ( TG ).

• Online portal – www.jaagore.com is an extension of the TV commercial which

helps to clear doubts regarding elections and voting

• Follow Up Strategy: Apart from all internet marketing and TV commercial, there has been continuous follow up strategies like emails and messages

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

• Follow up activities

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.

Personal Views & Ideas

• 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 to doubt clearance across over the table

• Apart from all the advertising, campaign also could have concentrated more on tie-ups with election commissions to help the local and illiterate masses to understand the importance of the same.

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, “Agar aap vote ke din, vote nahin karengi, toh aap so rahe hain”!!!!

• “Voting ke liye register karein, www.jaagore.com”• The advertisement ends with message “Agar aap

sote rahein toh yeh desh kaise jaagega

• The background idea and product promoted and message too is an excellent model with a common guy look yet an emphatic voice. Just the right age factor for saying that its our college going youth who needs to realise the importance and create an awakening

• “A country can never be a better place till it has better leaders”. The commercial has done its job.

• No celebrity mania, no crores of location, nothing flashy about this commercial yet it has a way of saying it. The tomorrow of our country depends on our today. And the faster we wake up the better it would be!!!