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B Y -

N A L I N I S H A R M A

V A N D A N A C H A U H A N

S H E E N A K H A N U J A

M A N I S H A S O N I

A R N A B B A I S H Y A

A J AY S I N G H

P R A V E S H R A J P A L

Tata Tea..JAAGO RE

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Elections in India

Densely populated

Low literacy

Democratic country with less voters

Ratio of youth is more

Governed by peoples representation act

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Polling concepts

No idea 74%

Read or heardabout this

26%

LOK SABHA ELECTION 1996

Read orHeard

About This29%

No Idea71%

LOK SABHA ELECTION 1999

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Awarness Of Opnion Polls Were Confined To

Urban Areas

43

21

Read Or Heard In Urban area Read Or Heard In Rural area

LOK SABHA ELECTION

1996

42

26

Read Or Heard In Urban area Read Or Heard In Rural area

LOK SABHA ELECTION

1999

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NGO-Janaagraha

Started in dec-2001 by Ramesh and Swati

Ramanathan

Supported by 200 volunteers

AIM: Improve quality of life

Systems approach was not powerful

Joined hands with partners such as TATA ,Yahooloksatta and pria.

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Partners with Janaagrah

TATA

Tata tea-the brand leader.

Objective-A platform to motivate youth.

Initiative named as jaago re! one billion vote

Transform product- a medium of social awakening

Market leader in terms of value & volume

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Lok Satta

Indias leading civil society initiative for politicalreforms.

Covered public disclosure law & the right to

information act.

Similar experience- vote India, Vote Police,

Vote Maharashtra.

YAHOO! INDIA

Leading internet portal.

Provides marketing solutions.

Fulfills online needs.

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PRIA

Stressed on forming a democratic society.

Encourages people to plan and implement

their development ideas.Direct reach to local areas.

Huge involvement in the social issues.

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Branding strategy

Social cause marketing through partners

Eminent partner- TATA tea.

Product positioning- jaago re.

Jaago re- to reach the youth.

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WHY- Tata tea?

Well known product.

Large market share.

Commonly used. Not expensive.

Reach every nook and corner.

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Promotional Strategies

Strong partner- Tata tea

Tata tea- a mass product

Advertising sensitized the people to vote

Each television commercial touched upon the

social issues.

Created a lot of awareness

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Continued

Focuses on empowerment of Indian youth

Encourages people to participate in changing

quality of governance

Started with a catchy line-har subhe utho hi

nahi jaagore!!!

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Mediums used

Various Mediums were used;

Radio

Television

Press

Outdoor malls and multiplexes

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More l iteracyLarge market share

Awareness

Biggest challenge youth wasovercome

Jaago re campaign gained popularity

After effects

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Recommendations

Building teams to educate rural masses

Advertising the main website

Organizing awareness programmes in colleges

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