Management
In a bid to urge citizens to take a pledge to stop bribing, Tata Tea claims to have collected over 3.1 lakh pledges over the last 3 months, through various routes – internet, mobile, retail and even schools. It also launched the Tata Tea Jaago Re Vrath Yatra – a 38-day bus journey across the country to connect with the youth and urge them to pledge against corruption.
The Vrath Yatra, which started yesterday is travelling from Bangalore to Kolkata via Mumbai and Delhi, touching a total of 12 cities on the way. The branded bus, which will be the central factor of the Yatra, will interact with the youth in every city, understand their perspectives on the issue of corruption and impress upon them the need for their involvement – all in a fun and relaxed manner that they would associate and respond to.
T he Jaago Re Facebook page has the image of a large plain white mug with the morning newspaper next to it. The image captures the subtlety with which an approximately $1 billion brand like Tata Tea (now Tata Global Beverages) has transformed the traditional marketing of tea. The white mug has no branding of Tata Tea on it, and yet the slogan Jaago Re and Tata Tea are synonymous.
Behind the image lies one of the most successful brand campaigns to have come out of India in the last five years. This is clearly reflected in the almost three lakh page likes Jaago Re has; its nearest competitor, Brooke Bond Taj Mahal (by Hindustan Unilever), has 3,014 likes. The ‘likes’ are also a reflection of how Tata Tea changed the target audience of tea from a middle-aged person to the youth brigade hungry for change. And it did so without screaming the brand name out.
When it launched the Jaago Re campaign in 2007, it had no idea what it stumbled on to. Jaago Re—meaning ‘Wake Up’—was a brand campaign to bring all the Tata brands of tea like Agni, Gemini, Kanan Devan, under the parent brand of Tata Tea. It was a bid to take on a serious competitor, HUL. What they did, in
The Vrath Yatra, which started yesterday is travelling from Bangalore to Kolkata via Mumbai and Delhi, touching a total of 12 cities on the way. The branded bus, which will be the central factor of the Yatra, will interact with the youth in every city, understand their perspectives on the issue of corruption and impress upon them the need for their involvement – all in a fun and relaxed manner that they would associate and respond to.
T he Jaago Re Facebook page has the image of a large plain white mug with the morning newspaper next to it. The image captures the subtlety with which an approximately $1 billion brand like Tata Tea (now Tata Global Beverages) has transformed the traditional marketing of tea. The white mug has no branding of Tata Tea on it, and yet the slogan Jaago Re and Tata Tea are synonymous.
Behind the image lies one of the most successful brand campaigns to have come out of India in the last five years. This is clearly reflected in the almost three lakh page likes Jaago Re has; its nearest competitor, Brooke Bond Taj Mahal (by Hindustan Unilever), has 3,014 likes. The ‘likes’ are also a reflection of how Tata Tea changed the target audience of tea from a middle-aged person to the youth brigade hungry for change. And it did so without screaming the brand name out.
When it launched the Jaago Re campaign in 2007, it had no idea what it stumbled on to. Jaago Re—meaning ‘Wake Up’—was a brand campaign to bring all the Tata brands of tea like Agni, Gemini, Kanan Devan, under the parent brand of Tata Tea. It was a bid to take on a serious competitor, HUL. What they did, in