Posted on | August 26, 2009 | No Comments
The new campaign will be a “360 degree integrated marketing campaign”, which will connect equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points. Various on-the-ground initiatives will take the message closer.
Buoyed by the success of ‘Jaago Re’, its earlier campaign which exhorted people to wake up and vote, India’s largest tea manufacturer, Tata Tea, today launched another campaign titled ‘Aaj Se Khilana Bandh, Pilana Shuru’. This version takes the issue of corruption and urges citizens to awaken and fight against it.
Tata Tea will also come out with a ‘Jaago Re Corruption Index’. This will gauge the perception of people on corruption and quantify it. It will also promote December 9, internationally marked as ‘Anti-Corruption Day’, to make it into a national activity.
The earlier campaign in 2008, which focused on urging youth to vote, boosted their sales significantly and helped Tata Tea to get an annual turnover of Rs 4,800 crore. The company says these campaigns are not for a particular brand but for Tata Tea as a whole, and that the investment in this campaign is much higher than the previous one.