Everyday ambience, Sharp Humor, Single Message, Plain Straight Truth – on face brings lot of relevance in any marketing communication. That’s how the magical communication campaigns are being aired for Tata Tea’s – Jaago Re Campaign. The campaign is straight on Corruption.
The creativity, the communication, the ad copy, the actors all of these just create a dovetail in a truly effective way. This is a purely common man’s campaign and everyone can relate & link to it so conveniently. The problems, issues are so common that everyone could relate it to oneself, someone or the system. They talk about bribes, under the table projects, donation driven admissions etc. Their remains no doubt of authenticity or credibility in the communication because it is coming out of our daily routine lives. Everyone has been a part of that situation and if not they are aware of several such situations.
The message of ‘Jaago Re Campaign’ is a very well integrated communication, meant for all and provoking young & sleepy India. It is an urge, a wake up call against corruption. The TVCs of Jaago Re are not mere entertainment or a brand communication, it is more importantly an alert message touching not only hearts but several minds and telling them to react & respond. Showing them what it takes to see the India they want to see.
Tata Tea is just not into the awareness spree, they are also backing the campaign with the corruption index on their site. They plan to promote the internationally marked Anti Corruption Day on Dec 09 as a national event.
The latest TVC titled, ‘Aaj se khilana band, pilana shuru’ caption on air is, Har Subah bas utho mat, jaago re. They are banging on the thin line between getting up & waking up. Online & mobile media is the most popular one when it comes to youth - the campaign is absolutely on track. We, as in the present day generation are more internet friendly and Jaago Re provides an excellent communication on their site. The voter id registration process too is kept very interactive & user friendly.
The impact is phenomenal. The masses are taken aback and with the corruption index the magic should be kept alive. As far as brand strategy is concerned, they are promotions almost all 4 variants through this. But the customer insight seems different here – I the tea should be now interpreted as a youthful drink. Nevertheless, its an excellent Social media campaign.
2 comments:
Nice insights !!
The Jaago Re campaign is a fantastic Branding case study in itself.
The first phase was the election voting capmaign and now the corruption.
As you pointed out, Tata's have hit upon an incredible branding oportunity using the (Get up in the morning => Tea => Waking up) notion.
hey. ur posts are very informative..
Will come back and read more...
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