Tata Tea “ Jaago Re” Ad Campaign Analysis Tata Tea Overview
oFormed in 1983 from the erstwhile Tata Finlay Company, a joint venture company formed in 1964, Tata Tea Limited is a group Company of TATA Group. Positioning in the market
oTata Tea announced a new chapter in its evolution by unfolding an innovative positioning and presentation of its largest tea brand – Tata Tea. oThe brand shifted its positioning from a brand that wakes people up, to one that 'awakens' them – into being aware of the societal problems surrounding them. oThe four Tata Tea brands Tata Tea Premium, Tata Tea Gold, Tata Tea Agni, Tata Tea Life have now been consolidated and unified under one umbrella brand- oTata Tea; aiming to communicate to consumers in terms of Emotional-Moral Appeal. oJaago Re , the new campaign, has kick started across the country on leveraging a unique position that tea enjoys in our culture with attempting to migrate tea from being a physical and emotional revitalizer to becoming a catalyst for 'social awakening'. oSpanning the length and breadth of India, Tata Tea appeals to a wide spectrum of consumers of all demographics. oTo internalize the tea experience and externalize social awakening , probably the first time any brand is taking on the mantle of social responsibility in such a manner. Immediate Objective of the campaign
oThe campaign has aimed to clearly establish
o‘ Thought Leadership’ for the brand to go along with its market leadership. oCharting a course to be India's foremost tea based beverage company; they have directed their key mission towards achieving an image through ‘Self Empowerment’ and ‘Leadership’ oAs a category leader Tata Tea functions ‘Reinforcement’ in the minds of the customer that allows them to enjoy quintessence through Social Empowerment. oTata believes its youth oriented market and operational focus will emotively connect with issues...