Communications StrategyCommunications Strategy

November 5th, 200920:20 Media

TV- LynchpinRegular intervals touching upon a relevant social issue- associate TATA Tea with awakening to change

Jaago re! Communications Strategy - IndiaJaago re! Communications Strategy - India

The campaign now seeks to empower the youth to influence polity by exercising their right to vote

Vision to transform tea from a medium of mere physical and mental rejuvenation to a medium of social awakening. 

Overview of PR ActivitesOverview of PR ActivitesInstitutional OutreachCitizen advocacy programCollege outreachPartner corporates, media groups, academic institutions and civil society organizationsTied up with bands in Bangalore

Eradicate the hurdles in the registration processFAQ’s about the processInteractive websiteFacts and figures of corruption

Popular citizen advocates- talk to the media about its importanceNational activity- anti corruption dayPress conferencesInterviewsAdvertorialSponsored panel discussions

TelevisionPrintRadioShoplevel visibility Outdoors

How can we go beyond these important, but basic, tactical programs?How can we really connect with consumers and drive conversations?

The take away message of their on-ground and online campaign being, If on Election day you're not voting

then you're sleeping

Jaago Re!

One Billion Votes

Plan OutreachPlan Outreach

Pre-launch: Setting the stage

Launch: Target the youth

Post-LaunchSustenance

Jaago re! campaign launched in 2008- challenged the qualifications of a politician to run the country.Set the stage: voice your opinionDigital is made a major component of the campaign- Jaago re! an idea exchange platformIdentify Tata tea with social Awakening

Launched the campaign right before the elections motivating the youth to VoteDigitalised website to facilitate the voting processAggressive communication aimed at awakening the nationMultiple touchpoints- bombarding the TA with one key message to take responsibility in their own hands

Citizen advocates still endorsing the message of Jaago re!- leveraged with the mediaRecurring message delivered to TA withh powerful advertising which carry social messagesContinuous association of Tata tea with awakening- Launching Jaagte Raho campaign next year

ResultsResults

The facilities of the Jaago re! website was made available in 35 Indian cities and towns (7 Metros and 28 Class 1 towns), which account for 30% of the urban population. Going forward these services will be made available across the country in a phased manner.

The earlier campaign in 2008, which focused on urging youth to vote, boosted their sales significantly and helped Tata Tea to get an annual turnover of Rs 4,800 crore

Tata Tea has a 21 per cent market share in terms of volumes. It said its promoted website, jaagore.com, had more than 28 lakh visitors and more than a fourth of them did finally vote.

Even with two similar campaigns, one after the other, there will not be consumer fatigue, as these are persistent issues, though their creative rendition would be different every time

Source: http://www.fiat500.com/eng/home.aspSource: Tata