August 2017

Tata Tea awakens India with Jaago Re 2.0

After the success of the Jaago Re campaign, Tata Tea launched Jaago Re 2.0 which aims to create awareness on gender sensitivity and prevent unfortunate incidents. Sushant Dash, regional president – India, Tata Global Beverages talks about the campaign, its objectives and the future roadmap.

How has Jaago Re helped Tata Tea bolster its image as a brand with values?
Tata Tea Jaago Re was visualised as a campaign for societal good while achieving business objectives in sync with the ethos of the Tata group. Under Tata Tea, we had four distinct brands – Tata Tea Premium, Tata Tea Agni, Tata Tea Gold and Tata Tea Life - each with its own unique identity. Our primary objective was to stretch the marketing budget to support our sub-brands and create thought leadership in the category by leveraging the equity of the Tata brand.

However, the challenge was how to bring together our different brands under one consolidated positioning platform. Furthermore, we also wanted to enter the youth habitat and anchor the brand in a manner that strongly resonates with them while also differentiating ourselves from competition. Thus, with the conceptualisation of Jaago Re, while the category was talking about the functional attributes of tea, Tata Tea pushed the boundaries and elevated the role of a humble cup of tea from a ‘wake-up’ drink to a medium of ‘social awakening’ in people’s lives.

How has the Jaago Re brought about societal transformation and what is the future roadmap of the campaign?
Tata Tea Jaago Re, launched in 2008, questioned people’s apathy towards social issues with the campaign Har Subah Sirf Utho Mat. Jaago Re (Don't just wake up every morning, awaken!). We then took the campaign further and created a mass movement by making people realise that the onus to bring about change lies in their hands with our voting campaign.

Our last campaign in 2014, Power of 49, aimed at enlightening Indian women about their empowered status to make or break the government as they made up 49 percent of the voting population.

Jaago Re helped facilitate in moving the needle; from complete apathy, today we are now a nation that raises its voice when things go wrong. But most of this ‘activism’ occurs after a disaster or crisis hits us. With Jaago Re 2.0, we hope to change this behaviour of ‘Re-activism’ to ‘Pre-activism – Timely activism to prevent unfortunate incidents altogether. ‘Preactivism’ is a new dimension – not reflecting on culture but creating one.

Over the years, Tata Tea Jaago Re has not merely spoken about social issues but also facilitated change by walking the talk and doing its bit to truly make a difference. The Power of 49 campaign allowed us to create the largest repository of women issues in India with over eight lakh issues received. This then became the foundation of the first ever crowd-sourced manifesto presented to the government. Additionally, our voting campaign witnessed six lakh registrations on the Jaago Re website.

We have led the conversation on social change, presenting topical social issues with a fresh perspective. Our work has always strived to make people realise that change begins with them and each time we’ve facilitated that change.

How does Jaago Re 2.0 differ from the earlier avatar of the campaign?
Unlike earlier, today people are more aware and conscious of social issues. Voices are raised if things go wrong. People vent their anger on social media. But more often than not, this takes place in the aftermath of a tragedy. Hence, we realised we needed to break out of the mould of reactivism and drive a strong new culture for change.

This led to the conceptualisation of Jaago Re 2.0 based on the concept of ‘Preactivism’– timely activism that could work towards preventing these unfortunate incidents from occurring in the first place. Preactivism doesn’t focus on one issue but uses issues as familiar examples to drive a behavioural change.

After launching the campaign ‘Alarm Bajne Se Pehle Jaago Re’ (Wake up before the alarm rings) and seeding the concept of Preactivism, with Phase II, we aim to inspire people to preact and be a part of this change by signing petitions on the issues of Women Safety and Lack of Sports Culture in India. The petitions aim to tackle the two issues at a grass-root level by making gender sensitisation programmes compulsory in school curriculums and including sports as a compulsory subject in schools.

These petitions will then be submitted to the Ministry of Human Resource Development to enable change at a policy level. But more importantly, we also urge people to make a difference by pledging – to practice / teach gender sensitivity to their children and to take their child to local sporting events – to enable this change in their own homes and neighbourhoods. We are reaching out to audiences through multiple platforms with digital leading the conversation. We have associated with an NGO to conduct gender-sensitization programs across various towns and cities to drive behavioural change.

In Phase III, we will walk the talk as a brand and further drive this behavioural change by doing on-ground activations to reach a larger group of consumers.

How has the digital medium contributed to the success of the campaign?
With Tata Tea Jaago Re, digital worked effectively to build brand credibility and generate conversations around the new thought of ‘preactivism’ across relevant consumer touch points.

In order to ensure a balance between authenticity and reach as we launched Jaago Re 2.0, we took a native first content approach. This involved collaborating with influencers and thought leaders, publishing platforms, social blogs and media partners to deliver the right message on the right platform at the right time. Some examples of our digital partnerships for Phase I of Jaago Re 2.0 include partnering with Varun Pruthi, Virender Sehwag and Jwala Gutta and building associations with social publishers Logical Indian, Story Pick and content/media partners Jagran and Hindustan Times.

Our unique approach to digital during Phase I has enabled us to achieve:

  • 1.15 billion impressions across digital platforms.
  • A digital reach of 144 million unique users.
  • Of the 144 million, we organically reached 44 million (30.5%).
  • Video (TVC + digital videos) views of 67 million.
  • TVC launch on Twitter received record breaking engagement of 49%.
  • The content has helped generate more than 39000 conversations across platforms, which reflects high consumer engagement with our content and idea.

Through strategic planning and content creation, we have made digital media one of the key platforms through which we interact with consumers for Jaago Re and will continue to keep the momentum going on digital in Phase II and Phase III as well.

What have been the Jaago Re campaign’s standout achievements?
Phase I was a tremendous success and garnered over 1.15 billion impressions across digital platforms reaching over 144 million unique users. So far, our content has helped generate more than 39,000 conversations across platforms, which reflects high consumer engagement with our content and core idea.

In Phase II, we set out to create 1 million pre-activists. We’ve already received almost 1 million petitions on our gender sensitivity cause alone. This is extremely encouraging as it stands testament to the fact that people agree with the urgent need to pre-act and working towards creating a safer and better India.