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PRAVEEN KUMAR – MBA 2nd SEM - Roll no 30

The campaign aimed to establish -Thought Leadership’ for the brand to go along with its market

The world of advertising and marketing has fundamentally changed in three major ways. First,
subconscious communication, second power has shifted from brand owners to consumers — even the
most powerful brands know that successful campaigns have to systematically engage consumers, who
will in turn use their mighty word of mouth to spread the messages and third guilt. Tata Tea jaago re
campaign has hit on target on all the three key areas of this marketing strategies.

TATA TEA the second position in market and value share in domestic branded tea business, the brand
has built on its success and today clearly is the market leader in terms of both value and volume. The four
Tata Tea brands Tata Tea Premium, Tata Tea Gold, Tata Tea Agni, and Tata Tea Life have now been
consolidated and unified under one umbrella brand- TATA TEA.

According to studies, more than 80% of all the decisions we make every day are decided upon in our non-
conscious part of the brain. Marketers are investigating alternative research methodologies that tap into
the subconscious processes involved in decision making. When Tata Tea launched ‘Jaago Re’, all stood
and watched.’ Jaago Re’ was a catch line and it made people think and company was targeting people’s
subconscious mind about their brand.

Consumer mighty word of mouth – People took the campaign to new heights and made it very successful.
Tata TEA has recently grown in popularity, particularly within the youth segment. Now TATA TEA is
now back with its new campaign on similar lines ‘Aaj Se Khilana Bandh, Pilana Shuru’.

TATA TEA had played the guilt card. Guilt is one of the most powerful tools in making a brand, by elicit
it or remove it. Through TATA TEA jaago ra campaign, it used the guilt of non participation of youths in
voting and the recent “Aaj Se Khilana Bandh, Pilana Shuru” takes the issue of corruption and urges
citizens to awaken and fight against it.

This campaign was successful in targeting youth and making brand leadership. It was first of kind of
social cause marketing (SCM).

During the running of the campaign, the sales of TATA TEA gone up, impacting the sales and market
share of other brands like Taj Mahal and Red Label. The “Jaago re” website garnered 40,000 clicks
within the first 15 days of its launch.

The timing of campaign was right at the product life cycle, TATA TEA was second largest in sales and
value, to maintain it and increase it some innovative idea was required and the campaign was a very great
and first of its kind.