In today’s highly competitive marketing world, the ‘Tata Tea’ brand has been able to position itself as one of the most in-demand beverage brand. In my review, I will be highlighting the impact of the ‘Tata Tea’ advertisements on the consumer.
Tata Tea Limited is a subsidiary company of the TATA Group, set up in 1964 as a joint venture company with UK-based James Finlay & Company, to develop value-added teas. Over the years, the brand has diversified its production segments into five major brands in the Indian market – Tata Tea, Tetley Tea, Kanan Devan, Chakra Gold and Gemini.The Tata Tea brand not only leads in market share in terms of value and volume in India but is also accorded the “Super Brand” position in the country. Tata Tea has subsidiaries in overseas markets. Its unique fashion of blending fresh green tea leaves thus capturing the tea’s natural aroma and its distinctive packaging style is widely accepted in western markets.
As a result of which, Tetley Tea is considered the No. 1 tea brand in Great Britain and Canada.Apart from focusing on waking people up with a cup of tea, Tata Tea has added ‘the steam’ to their strategy by awakening the consumer to social concerns. Tata Tea’s aim has now shifted to making youth and young adults their target audience. The company aims to communicate with its consumers by motivating them to exercise their fundamental rights, thereby exhibiting their socially conscious approach. ‘JAAGO RE’ CAMPAIGN The Tata tea ‘Jaago Re’ campaign was launched in 2007 with the politician film along with five snippets established the ‘Jaago Re’ platform.
In 2008 campaign capitalized on general election and adopted voting as a communication theme. Corruption was the central theme in 2009. The company started the ‘Jaago Re’ campaign across the country, without any celebrity making an appearance in their advertisements. The campaign’s prime focus is to mobilize the citizens of India into registering and casting their votes.
It attempts to revolutionize the perception of tea-drinking culture in India from being just physical activator to a catalyst for ‘social awakening’.Thus the interpretation, the context, the setting has changed from year to year while the message has remained constant. The campaign is being funded by the Tata Tea Group with the idea of prodding citizens into stepping forward and taking control thus enhancing social awakening. According to the Group, the campaign is a good attempt at putting all their associated tea brands under one umbrella. The campaign’s efforts revolve around the company’s website http://www.
jaagore. com/ comprising numerous facilities like voting, volunteering, discussing social issues, creating profiles and sharing information.It is designed as platform for people from all over the country to meet, discuss and start a revolution. ANALYSIS From an internal perspective it has helped to consolidate media expenditures. Since there is a single campaign for the three Tata tea brands- Premium, Gold and Agni. From a consumer standpoint it has reached new consumer segments like youth One of the most inspiring advertisements, related to here-and-now issues is the “Admission” advertisement.
In this advertisement, a young boy communicates with his parent.The parent is ready to pay a bribe, flaunting the power of money, just to get his son enrolled. The young boy begins the communication by siding with his father but ends on a moral note and a cup of tea – maintaining that the day we stop paying bribes, they will stop demanding them. The advertisement ends with a ‘Jaago re’ slogan and the line – ‘’khilana pilana band karo aur chaye piyo’’. The advertisements are made with immense clarity about the severe lack of civic amenities, emphasising interesting messages that leave a great impression on the minds of people, young and old.The campaign has worked because there is a clear category association the sentiments of righteousness that is talked about in the campaign is generally associated with gathering over the tea.
The freshness of the approach also worked and the treatment of the subject is not preachy. According to Tata tea analyst meet 2009-2010 Tata tea has garnered 21. 6% value market leadership in India. BIG IDEA Corruption was taken as the basic idea in each and every campaign. The big idea pointed the youth of india.
By this big idea TATA TEA maintained its own non corruptive image to.They wanted to promote their product in such a way that it creates awareness among the society which would attract each and every section of the society. The advertisements have primarily targeted the youth, who will be the next generation to mould the country’s future. The average young boys in the ad make excellent arguments in favour of college going youth standing up and taking the initiative.
The campaign is based on universal insight that given a chance, people who want to “do well” and participate in change.This insight is applicable across the age groups and socio-economic sections and hence ‘Jaago Re’ talks about everyone. It motivates Indian youth into adopting the bribe-less route when heading towards acquiring an education. The communication tone and execution is cheeky and uses the humour to get the message across. The core message is – of “being the change that all want to see”. The communication sends out a strong message, acting as a wakeup call and asking citizens to come, unite and take hold of the reins.
The campaign and TV commercials are commendable efforts made by the company. These efforts are extremely motivating and act as eye openers for the target audience. The strength of the campaign lies in its ability to increase consciousness among societies young generation about what is happening around them. It appeals to the people responsibility and banks on the consumer insight that today’s youth want to do something. However, there are certain shortfalls in the campaign. The campaign should have not only targeted the urban youth but should have been carried out in smaller cities and rural areas.
People living in such areas are equally important and deserve to enjoy educational rights too. Apart from the online portal, they should have included other marketing strategies such as conducting events across the country thereby making people more aware. If the company corrects these shortfalls, then they can become the leaders in their market sector with immense support from citizens. The company has great potential and presents its brand very well.
The campaign worked for the corporate image of Tata-tea but mightn’t work for the sub-brands.