Tata Tea launches new 'Jaago Re' campaign, on corruption

Buouyed by the success of ‘Jaago Re’, its earlier campaign which exhorted people to wake up and vote, India’s largest tea manufacturer, Tata Tea, today launched another campaign titled ‘Aaj Se Khilana Bandh, Pilana Shuru’. This version takes the issue of corruption and urges citizens to awaken and fight against it.

Sangeeta Talwar, Executive Director, told reporters here: “As the world recovers from one of the worst financial crisis, there will emerge a new world economic order, in which India will play a significant role.

However, one of the single largest deterrents of the speed at which public and private investment and sectorial and social reforms can impact the life of the Aam Admi (coomon man) is corruption.”

The new campaign will be a “360 degree integrated marketing campaign”, which will connect equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points. Various on-the-ground initiatives will take the message closer.

Tata Tea will also come out with a ‘Jaago Re Corruption Index’. This will gauge the perception of people on corruption and quantify it. It will also promote December 9, internationally marked as ‘Anti-Corruption Day’, to make it into a national activity.

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. The company says these campaigns are not for a particular brand but for Tata Tea as a whole, and that the investment in this campaign is much higher than the previous one.

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,” concluded Talwar.