Brands express views about women’s issues, stir people to action

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Jaago-reWomen’s safety and empowerment issues have become hot topics for urban India today. Can brands be far behind in expressing their views and weaving them into their brand identity? Tata Tea is one such brand that came up with the innovative “jaago re” campaign to cause an awakening among consumers. The campaign became synonymous with awakening and this year it has voiced its concerns about burning women’s issues.


Not only Tata Tea, Idea’s  latest rakshabandhan advertisement was all about strengthening the lost faith of women in the country’s police security. Speaking about the ‘Jaago re’ campaign Sridhar Ramanujam, CEO, Integrated Brand-Comm Pvt. Ltd said, “This initiative stems from the intention to touch people whether it be in captive locations where the Tatas have an interest (such as a plantation country) or in the urban cities. The Jaago Re campaign has morphed over the years, and has touched many minds across the country.” In their recent campaign, the brand has amalgamated the upcoming elections and the issue of women’s empowerment to come up with “the Power of 49”. Women form 49% of the voter base of our country. Yet most of them are completely unaware about this statistic and the power it possesses. Tata Tea Gold’s latest campaign aims to educate women and the rest of the country about this statistic and show them the impact it could have. Speaking about it Amer Jaleel, National Creative Director, Lowe Lintas said, “Given the times we live in today, it is absolutely necessary for us to empower women. It is imperative that the world is told that women must not be treated the way they are, that they are a force to reckon with.”


Apart from the traditional medium of advertising, Tata Tea partnered with The IIFA awards to leverage the “power of 49” campaign on a worldwide platform. For Tata this was a step forward to further this cause  by associating with IIFA and celebrities. The campaign was powered by celebrities like Shahrukh Khan, Shabana Azmi, Vidya Balan, etc when they spoke about ‘The Power of 49’ on the IIFA platform.  Tata Tea used the star power of film stars to execute its strategy with the help of GroupM ESP, the entertainment, sports and content arm of the Group which got the best of Bollywood to speak for the cause of Women’s Empowerment during the  IIFA broadcast.

Speaking about the partnership and campaign Vinit Karnik-Head Sports and Live Events, GroupM ESP said, “IIFA has always been a powerful marketing platform for brands to leverage the combined appeal of entertainment and social awareness. On air and offline integrations were conceptualized and executed keeping in mind Tata Tea’s ‘Jaago Re’ campaign for women empowerment and the ‘Power of 49’ campaign.”

Sanjiv Sarin, Regional President of South Asia, Tata Global Beverages said, “We were delighted to associate with IIFA to be the Cause Partner of IIFA 2013 awards given their stature, mass appeal and particularly the fact that they have used this platform for social causes in the past.”

Tata’s campaign has moved a step further with this partnership resulting in a win-win situation for both brands as well as the campaign. For marketers, it’s a lesson that partnerships can exponentially multiply the power of communication and marketing of causes close to people’s hearts can make a difference.

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