Saturday, February 7, 2009

Tata Tea and Jaago Re Initiative

I have been trying to document cases wherein marketing principles have been applied to non-typical contexts in India. One of the more recent cases which I had observed and documented was the promotion of the usage of condom . The campaign is is very well designed with website , games, mobile ring tones and a mass media campaign all revolving round the concept. link to my earlier post.

In today's post I would try to document two more similar on-going initiatives. The first is the Jaago Re campaign in which they are promoting voter registration across the country and targeting the younger generation of first time voters. The campaign revolves around their website which facilities the process of voter registration by enabling voter registration online for the first time in the country. The website claims to be a 'one-stop-solution to all your voting needs'. And they have managed to get 320,000 youngsters registered through the website.

This campaign is also unique as it is being promoted jointly by an NGO 'Janaagraha Centre for Citizenship and Democracy, and a corporate 'Tata Tea". Tata tea is providing the funding needed to run the mass media campaign and leveraging the concept Jagoo Re to differentiate their tea brands. According to the company the campaign is a good fit to their attempt to umbrella brand all their tea brands. It seems like a win-win situation , with the brand leveraging a social cause for promoting its brand and the cause getting the funding it needs.

Link to the two TV being in the initiative 1st ad & 2nd ad

The second campaign which I have noticed in the Bell Bajao Campaign , which is a campaign which urges people to take a stand against domestic violence. This TV and radio campaign has a strong back up with the website, The links to various TV ads used,

Testimonial Ad, link
More in the series, Ball ad, Milk ad

It is good see the wider application of marketing in areas of social and societal concern, hopefully this would just be the beginning .................



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