Done by Sagar Agrawal

Evaluation of an existing significant marketing

campaign for the Students done by TATA recently.

Topic for Discussion:

• Designing and execution of the campaign

• The best part about the campaign

• The worst part of the campaign

• Personal views and ideas about the campaign
 Design & Execution of the Campaign

• An initiative
carried out between a popular Tea manufacturing company, Tata Tea and a Bangalore based NGO - Janagraha

• Tea drinking is
a habit deeply engraved into our lifestyles. It is a symbol of refreshing our mind and providing renewed energy.
Thus an awakening campaign using the brand platform reinforces the strength of the brand thereby creating an
impact on mass audiences

• TV commercial
– “Har subah sirf utho mat, jaago re”. The ads were made specifically keeping in mind various concerns faced by
the community at large, emphasising simple and interesting messages that have a straight mark on the minds of
the individuals ( TG ).

• Online portal –
www.jaagore.com is an extension of the TV commercial which helps to clear doubts regarding elections and voting

• Follow Up
Strategy: Apart from all internet marketing and TV commercial, there has been continuous follow up strategies
like emails and messages
 Best part about the Campaign

social initiative to motivate the vast majority of the Indian youth to actively
participate in the electoral process of the country, thereby empowering them to
make a wise decision and be responsible

perfect blend of caused based marketing and Corporate Social Responsibility

as integrated the social campaign effectively with the main advertising campaign by
riding on the popularity of the digital media, thereby creating the site Jaago Re as
an idea exchange platform

V commercial is extremely motivating, leading to an eye opening impact on the target

audience

nteractive and easy to use website

 Pitfalls of the Campaign

Only targeted to educate and internet literate masses.”

Ignored the vast majority of the Indian population who

lives in towns and villages and they are the ones whose
voice counts, but they do not have the access or the
 Personal Views & Ideas

he communication gives out a strong message and acts as a wakeup call for the
billion people of this country- To awaken oneself, unite and bring about a change

he campaign brings home a fact that a partnership between Corporate and NGOs
can help bring a lot of difference in the attitude of people

he consideration set could have been wider by better targeting of smaller cities
and rural areas

part from TV commercials and internet marketing the campaign also should have
included other types of marketing communication like print media, stand alone or
events and road shows outside colleges and various other institutions leading to
doubt clearance across over the table

part from all the advertising, campaign also could have concentrated more on
 ORIGINAL
ADVERTISEMENT BRIEF
• Makes people realise that its high time they “woke up”
and “started using their power of vote”
A guy standing in front of cinema hall with thermos of
tea repeatedly saying, “Aap so kyun rahe hai? Chai
peejiye!!! He continues….A women loses it on him &
yells saying, “I am not sleeping…
He says, “Agar aap vote ke din, vote nahin karengi,
toh aap so rahe hain”!!!!
• “Voting ke liye register karein, www.jaagore.com”
• The advertisement ends with message “Agar aap sote
rahein toh yeh desh kaise jaagega
• The background idea and product promoted and
message too is an excellent model with a common guy
look yet an emphatic voice. Just the right age factor
for saying that its our college going youth who needs
to realise the importance and create an awakening

• “A country can never be a better place till it has better

leaders”. The commercial has done its job.

• No celebrity mania, no crores of location, nothing

flashy about this commercial yet it has a way of saying
it. The tomorrow of our country depends on our today.
And the faster we wake up the better it would be!!!