Tata Tea..

JAAGO RE

BYNALINI SHARMA VA N D A N A C H A U H A N SHEENA KHANUJA MANISHA SONI A R N A B B A I S H YA A J AY S I N G H P R AV E S H R A J PA L

Elections in India
Densely populated

Low literacy
Democratic country with less voters Ratio of youth is more Governed by peoples representation act

Polling concepts
LOK SABHA ELECTION 1996
LOK SABHA ELECTION 1999

Read or heard about this 26%

Read or Heard About This 29% No Idea 71%

No idea 74%

Awarness Of Opnion Polls Were Confined To Urban Areas

LOK SABHA ELECTION 1996

43

LOK SABHA ELECTION 1999

42

26

21

Read Or Heard In Urban area Read Or Heard In Rural area

Read Or Heard In Urban area Read Or Heard In Rural area

NGO-Janaagraha
Started in dec-2001 by Ramesh and Swati

Ramanathan Supported by 200 volunteers AIM: Improve quality of life Systems approach was not powerful Joined hands with partners such as TATA ,Yahoo loksatta and pria.

Partners with Janaagrah

TATA

Tata tea-the brand leader. Objective-A platform to motivate youth. Initiative named as jaago re! one billion vote Transform product- a medium of social awakening Market leader in terms of value & volume

Lok Satta
Indias leading civil society initiative for political

reforms. Covered public disclosure law & the right to information act. Similar experience- vote India, Vote Police, Vote Maharashtra. YAHOO! INDIA Leading internet portal. Provides marketing solutions. Fulfills online needs.

PRIA
Stressed on forming a democratic society.

Encourages people to plan and implement

their development ideas. Direct reach to local areas. Huge involvement in the social issues.

Branding strategy
Social cause marketing through partners

Eminent partner- TATA tea.

Product positioning- jaago re. Jaago re- to reach the youth.

WHY- Tata tea?

Well known product. Large market share. Commonly used.

Not expensive.
Reach every nook and corner.

Promotional Strategies
Strong partner- Tata tea Tata tea- a mass product Advertising sensitized the people to vote

Each television commercial touched upon the

social issues. Created a lot of awareness

Continued

Focuses on empowerment of Indian youth

Encourages people to participate in changing

quality of governance Started with a catchy line-har subhe utho hi nahi jaagore!!!

Mediums used
Various Mediums were used;

Radio
Television Press Outdoor malls and multiplexes

Technological advancement
Improved the registration process. Main site: www.jaagore.com.
Awareness. Easy navigation. Informative and educative. Easy way to cover the youth. Easy manageability

After effects
More literacy

Large market share

Awareness Biggest challenge youth was

overcome Jaago re campaign gained popularity

Recommendations
Building teams to educate rural masses Advertising the main website Organizing awareness programmes in colleges