ADVERTISING CAMPAIGN OF TATA TEA

Submitted by: Meenakshi Devi Pradipta Kumar Ghosh

 Background & Introduction. Tea products. Kaamyabi to Jaago re previous campaign. Jaago re against corruption. SWOT analysis. Benefits. Conclusion.

Background & Introduction

Set up in 1964 as a joint venture with UK based James Finlay. From a market share of just 3% in 1974, compared to Hindustan Unilevers 80%, the company recently over took its closest rival with a brand share of 19.2 % compared to Hindustan Unilevers 18.6 % . The most globalised company in the Tata portfolio is not Tata Steel or Tata Motors or even TCS, its Tata Tea. Aggressively expanding globally through M&A Acquired UK brand Tetley in 2000, a company that had 3 times the turnover of Tata Tea in India. Tata Tea is now the largest integrated player in the branded tea segment globally and has a presence in 40 countries.

Contd.
One of the very first MNC of India. Indias largest brand. Worlds second largest manufacturer and distributor of tea. Largest manufacturer of Assam, Darjeeling tea and second largest for Ceylon tea.
Has its presence in more than 40 countries.

Other Tea products

Tata Tea Premium Tata Tea Agni Tetley Tata Tea Kanan devan Tata Tea Chakra gold

Kaamyabi to jaago re
Taste Kaamyabi Ka campaign. T for trendy campaign. Chai mein twist, life mein twist campaign. Not just a hot cup campaign. Har subah sirf utho mat jaago re.

khilana bandh, pilana suru

Communication Objective:
Make Tata tea No. 1 brand. Increase Sales. Social Awakening.

Strategy :
Associating teas inherent quality to awake a person from his slumber with social awakening .

Slogan:
Aaj se khilana bandh, pilana suru.

Jaago re
An initiative carried between the Tata tea company and a Bangalore based NGO Janagraha. Advertisement was made by Lowe Advertising. . The objective of this campaign was to transform tea from a medium of mere physical and mental rejuvenation to a medium of social awakening. Jaago re campaign was started in the year 2007. The new campaign takes up yet another relevant social issue Corruption and urges the citizens of the country to awaken and fight against it. The campaign aims at not just creating awareness about corruption but communicating to the people that You should be the change you seek.

Contd.
Keeping the need to address the problem of corruption in mind the Jaago Re campaign has been recreated to create widespread awareness on the issue of corruption. Aaj Se Khilana Bandh, Pilana Shuru transcends well beyond just creating an awareness and is being presented as a platform where every Indian citizen can be the change he wants to see by taking a pledge not to aid and abet corruption. It is a call to action! The idea of the awakening is that in every situation of corruption the greater ones lies on Jo Khilata Hai the person giving the bribe rather than the one taking it.

SWOT Analysis
STRENGTH:

Social initiative. Corporate Social responsibility. New media/Digital media Interactive Motivating

Contd.
WEAKNESS:

Only targeted to educate and internet literate masses.

OPPURTUNITIES:

Revolution in the conventional way of advertising that was through public figures and celebrities. Low advertising cost leading to provision of cheaper services.

Benefits
The Khilana Bandh, Pilana Shuru campaign is a 3600 integrated marketing campaign which connects equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points. Theme, Corruption, takes up the socially relevant issue that not only impacts every one but also impedes the growth of the country and undermines its image globally.

conclusion
The current Jaago Re campaign urges the citizens of the country to awaken and fight against corruption. The campaign aims at not only creating awareness about corruption but also inspiring people To be the change you seek. The message of the campaign is to stop pointing fingers at the others and take start doing their bit. It urges people to take a pledge that they will not pay bribes. The campaign seeks to highlight the key message that there would be no bribes taken if no one was to offer it.

KEEP DRINKING TEA