assignment on how advertisors tap the market

8/12/2019 Assignment on How Advertisors Tap the Market

1/5

ASSIGNMENT ON

HOW THE ADVERTISERS TAP THEMARKET

SUBMITTED TO: SUBMITTED BY:

DR. NAVJOT KAUR VIPUL KANOJIA

M.B.A /IVSEM/SEC-A

ROLL NO: 120426036


2/5

TATA TEA JAAGO RE CAMPAIGN

Tata TeaJaago ReorJaagoReis a cause marketing initiative

launched in India by Tata Tea, owned by Tata Global BeveragesLimited. The campaign, introduced in 2008.

The company lauched the advertisement by emphasisizing on

social issue of the country the first theme for their product

advertisement with the tag line of jaago re wasignorance of

youth to vote and lack of interest in political elections in that

particular advertisement . The focus was to awaken the entire

nation that tend to hold the government accountable for

various mishaps.

Khilana Bandh : In 2010 the new theme was selected which

primarily aimed at establishing the fact that corruption can be

combated if the citizens of the country did not engage inbribery. Jaago Re stimulated the citizens of the country to

discourage bribery and not contribute to corruption.

Soch badlo : In 2011 new theme was aimed at bringing to

light the positive stories within the country. 'Jaago Re' chiefly

addressed the positive side to a country that was under a lot of

stress through a series of commercials and encouraged peopleto add a more promising perspective to how they view the

country. Jaago Re encouraged citizens to talk about the positive


3/5

stories surrounding India and share a message of positivity with

the rest of India.

Choti shuruat:In 2012With Women's Rights and safety atthe forefront of most Indians' minds and theDelhi Rape

incident, JaagoRe shifted to a more women centric platform to

launch "Choti Shuruaat". The objective of this campaign was to

encourage individuals to make small gestures of change

towards eliminating preconceived notions that cause Gender

Stereotyping.

Jaago Re partnered with leading Indian actor,Shah Rukh Khan

and director,R. Balki,to create a public service announcement

broadcast on television. In this infomercial, Shah Rukh pledged

that he would places names of actresses in his movies, before

his own - a trend that was yet unseen in conventional

Bollywood cinema till date. As on date, Shah Rukh has

maintained this pledge with his new move,Chennai Express,

carrying is name after that of the movies female lead,Deepika

Padukone.In addition, JaagoRe launch a pledge drive in

partnership withBreakthrough - an NGO credited for creating

theBell Bajao Campaign - driving individuals towards making

pledges to eradicate gender stereotypes. Over 150,000 pledges

have been created till date.

Power of 49:From 2013 to current stateJaago Re campaignhas centred around women's empowerment. The campaign

aims to encourage women - who are 49% of the electorate - to

vote as a block in the 2014Indian General Election,increasing

their ability to collectively demand attention and action from
http://en.wikipedia.org/wiki/2012_Delhi_gang_rapehttp://www.jaagore.com/chotishuruaat/http://en.wikipedia.org/wiki/Shahrukh_Khanhttp://en.wikipedia.org/wiki/R._Balkihttp://en.wikipedia.org/wiki/Bollywoodhttp://en.wikipedia.org/wiki/Chennai_Expresshttp://en.wikipedia.org/wiki/Deepika_Padukonehttp://en.wikipedia.org/wiki/Deepika_Padukonehttp://en.wikipedia.org/wiki/Breakthrough_(human_rights)http://en.wikipedia.org/wiki/Bell_Bajaohttp://www.jaagore.com/power-of-49http://en.wikipedia.org/wiki/Indian_general_election,_2014http://en.wikipedia.org/wiki/Indian_general_election,_2014http://www.jaagore.com/power-of-49http://en.wikipedia.org/wiki/Bell_Bajaohttp://en.wikipedia.org/wiki/Breakthrough_(human_rights)http://en.wikipedia.org/wiki/Deepika_Padukonehttp://en.wikipedia.org/wiki/Deepika_Padukonehttp://en.wikipedia.org/wiki/Chennai_Expresshttp://en.wikipedia.org/wiki/Bollywoodhttp://en.wikipedia.org/wiki/R._Balkihttp://en.wikipedia.org/wiki/Shahrukh_Khanhttp://www.jaagore.com/chotishuruaat/http://en.wikipedia.org/wiki/2012_Delhi_gang_rape


4/5

election candidates to make changes in their election

manifestos towards more women's safety and welfare focussed

measures.

CONCLUSION: the effort initiated by tata tea company and

advertisers of the camapign to fight the social evils like

corruption and negative prospective regarding the country and

to support women empowerment is well appreciated by the

media and the audience. However sending such a strong

message does not quite appropriatly relate to their

product.The advertisers really did some great job by creating

the psychological factor that takig a cup of tea in the morning

can change the scenario and can create anti-corrupt society

which is next to impossible .The advertisers used the tagline

jaago rein completely different sense and connecting to the

wake up call for the entire country to get awaken and fight

against the evils of bribery ,women protection,neglegance to

vote .

Key factor: In a country like india where emotions are placed

at the top irrespect to to other factors and where the story of a

common man is being channelized on every media

channel.The advertisors cunningly took the advantage of

crippled state of the nation to endorse and promote their

product but also reflected the real- scenario of the country and

preached the audience to get awakened and fight for their

rights which is why the commercial met with the huge success

and also able to increase the sale of its produt immensely and

create the utitlity in the mind of audience to use the product


5/5

and get awakened. So next time you will have a cup of tea its

better be Tata teajaago re

assignment on how advertisors tap the market

Documents