Into the thirteenth year, has the popular social campaign outlived its shelf life, or can it still be relevant with the emotional connect of its messaging?
Jaago Re's latest campaign urges people to help their support staff get vaccinated.Â
In October 2007, there was a pressing need for a strong brew. Two months prior, Tata Tea had reportedly pipped rival Hindustan Unilever (HUL) to become the largest seller of tea in India by volume. Though the mood in Tata camp was upbeat, plans of celebration got tempered by a mushy issue. Tata Tea, which then had four brands—Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life—was getting into multiple variants. The marketing challenge, recalls Puneet Das, president, packaged beverages (India & South Asia) at Tata Consumer Products, was to find out a way to support each of these varieties. The task was tough. There was a need for one voice, one heady messaging, and one strong brand proposition to keep it differentiated.
Enter Jaago Re. Tata Tea’s social messaging campaign killed two birds with one stone. First, in a market where brands were amplifying noise around functionality, Jaago Re brewed emotional connect and won the hearts of consumers. In one go, it stood apart and was miles ahead of the others. Second, the wake-up call made the brand don the mantle of social responsibility. In a country, where almost everybody is a self-proclaimed political pundit, the maiden campaign talked about the need to participate in voting. “It became a tea brand that wakes you up,” says Das.