Scribd Logo
Upload

Welcome to Scribd!

  • 295 views

    Jaago Re Case Study (Final)

    Uploaded by

    Nalini Sharma
    This document summarizes the Jaago Re campaign launched by Tata Tea in partnership with NGO Janaagraha and other organizations to increase voter awareness and participation in India. The campaign specifically targeted the large youth population and those in rural areas with lower literacy. It used various advertising methods across television, radio, print and outdoor media to educate citizens and encourage voting. The main website jaagore.com also provided informative resources. The Jaago Re campaign was successful in raising awareness of the electoral process and importance of voting, especially among youth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Jaago Re Case Study (Final)

    Uploaded by

    Nalini Sharma
    295 views17 pages
    This document summarizes the Jaago Re campaign launched by Tata Tea in partnership with NGO Janaagraha and other organizations to increase voter awareness and participation in India. The campaign specifically targeted the large youth population and those in rural areas with lower literacy. It used various advertising methods across television, radio, print and outdoor media to educate citizens and encourage voting. The main website jaagore.com also provided informative resources. The Jaago Re campaign was successful in raising awareness of the electoral process and importance of voting, especially among youth.

    Original Description:

    this all about how tata tea is performing its social responsibiliy

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document summarizes the Jaago Re campaign launched by Tata Tea in partnership with NGO Janaagraha and other organizations to increase voter awareness and participation in India. The campaign specifically targeted the large youth population and those in rural areas with lower literacy. It used various advertising methods across television, radio, print and outdoor media to educate citizens and encourage voting. The main website jaagore.com also provided informative resources. The Jaago Re campaign was successful in raising awareness of the electoral process and importance of voting, especially among youth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    295 views17 pages

    Jaago Re Case Study (Final)

    Uploaded by

    Nalini Sharma
    This document summarizes the Jaago Re campaign launched by Tata Tea in partnership with NGO Janaagraha and other organizations to increase voter awareness and participation in India. The campaign specifically targeted the large youth population and those in rural areas with lower literacy. It used various advertising methods across television, radio, print and outdoor media to educate citizens and encourage voting. The main website jaagore.com also provided informative resources. The Jaago Re campaign was successful in raising awareness of the electoral process and importance of voting, especially among youth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    Tata Tea..

    JAAGO RE

    BYNALINI SHARMA VA N D A N A C H A U H A N SHEENA KHANUJA MANISHA SONI A R N A B B A I S H YA A J AY S I N G H P R AV E S H R A J PA L

    Elections in India
    Densely populated

    Low literacy
    Democratic country with less voters Ratio of youth is more Governed by peoples representation act

    Polling concepts
    LOK SABHA ELECTION 1996
    LOK SABHA ELECTION 1999

    Read or heard about this 26%

    Read or Heard About This 29% No Idea 71%

    No idea 74%

    Awarness Of Opnion Polls Were Confined To Urban Areas

    LOK SABHA ELECTION 1996


    43

    LOK SABHA ELECTION 1999


    42

    26

    21

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

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

    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 ,Yahoo loksatta and pria.

    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

    Lok Satta
    Indias leading civil society initiative for political

    reforms. 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.

    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.

    Branding strategy
    Social cause marketing through partners

    Eminent partner- TATA tea.


    Product positioning- jaago re. Jaago re- to reach the youth.

    WHY- Tata tea?


    Well known product. Large market share. Commonly used.

    Not expensive.
    Reach every nook and corner.

    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

    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!!!

    Mediums used
    Various Mediums were used;

    Radio
    Television Press Outdoor malls and multiplexes

    Technological advancement
    Improved the registration process. Main site: www.jaagore.com.
    Awareness. Easy navigation. Informative and educative. Easy way to cover the youth. Easy manageability

    After effects
    More literacy

    Large market share


    Awareness Biggest challenge youth was

    overcome Jaago re campaign gained popularity

    Recommendations
    Building teams to educate rural masses Advertising the main website Organizing awareness programmes in colleges

    You might also like