TATA TEA
Tata Tea Jaago Re or JaagoRe is a cause marketing initiative launched in India
by Tata Tea, owned by Tata Global Beverages Limited. The campaign,
introduced in 2008, works with NGOs and other non-profit organization to raise
awareness for specific causes around Indian general elections.
Since 2009, Tata Tea JaagoRe has been an active component of Tata Tea's
marketing initiatives. The focus of Tata Tea's JaagoRe campaign has varied
through the years.
Tata Tea Jaago Re has partnered with the following NGOs or has supported
their causes
? Janaagraha
? CHRI
? Breakthrough
? Haiyya
Tata Tea launched their Jaago Re – meaning 'Wake Up' – TV campaign in an
effort to wake up an apathetic nation to the issues that affect it, literally stirring
up a storm in a teacup. After successfully drawing attention to important issues,
it was time to empower India by simplifying socially responsible action.
The challenge was to smoothly transition from being an ‘awareness’ initiative to
an ‘action oriented’ tool that Indians could use to make a real change in the
country by partnering with activists & organisations who had the means to make
it happen.
Strategy
JaagoRe.com was thus transformed into a community platform where
individuals could partner with govt approved NGOs by easily volunteering for
their services at the click of a button. From a simple website, Jaago Re became
a ‘social change network’ where people could pick a cause close to their heart,
find likeminded people, form groups, participate in discussions, write articles
and most importantly actually ‘DO’ something by volunteering for a live social
project.
By providing a platform for not for profit organisations to put up social projects,
and allowing site members to apply or join these projects, Jaago Re! could now
provide a simple & easy way to take action.
At the centre of the campaign is the website www.jaagore.com which as of
today supports 10 key issues – Corruption, Education, Child Rights, Global
Warming, Voting, Human Rights, Women’s rights, Health, Civic Issues,
Differently Abled. Users can create their own profiles (either as individual or as
NGO) by associating with one or more issues. The site then offers important
features of a social network such as creating profiles, networking, creating
groups and events, and contributing content such as articles & documents
related to the issue that the user supports.
The most important aspect of the website is the ‘Social Exchange’ – a ‘listings’
of social projects put up by the NGOS on the website. On the Social Exchange
organizations can put up all kinds of projects where people can volunteer to
work from home – such as documentation work for the NGO or work onsite like
teaching street children.
In order to Volunteer, users simply click the ‘Volunteer’ button which triggers
an email to the
NGO with details of the interested user. Since all NGOs on Jaago Re! Are
government certified, the whole process of volunteering becomes transparent,
simple and effective.
IDEA CREATIVE AGENCY
Idea social awareness ad
As the planet faces hazards of global warming, and the world leaders debate the
role of developed and developing countries to save the Earth - there is one
simple solution that our very prudent and popular Sirji! Proposes this time. He
advocates the message 'Use Mobile, Save Paper', thus have a green planet.
The talk here is about IDEA Cellular's new ad campaign which goes on air,
today. After a successful series of What an Idea, Sirji! campaigns with Brand
Ambassador, Abhishek Bachchan, the leading mobile brand will now be seen
promoting the idea of mobile VAS usage for vast number of day to day
activities, to save paper.
World over, millions of tonnes of trees get cut every day to produce paper,
leading to alarming rates of deforestation. The new IDEA TVC showcases how
the mobile phone can be used as an efficient tool to read daily newspapers,
generate e-bills, make payments and transactions, issue e-tickets and boarding
passes; thereby saving tonnes of paper every day.
IDEA Brand Ambassador Abhishek Bachchan, playing the role of an agonized
'Tree' this time, strikes the idea of using mobile phone to save paper, and
therefore, the greenery around him. As more and more people switch to their
mobile screens, from everyday usage of paper, the tree regains life and leaves
the audience with a simple message - 'Use Mobile, Save Paper'. The pan-India
mobile brand will launch a nation-wide awareness campaign to spread this
message.
IDEA's new campaign will be extensively seen across TV, Print, and Digital
and Outdoor media space during the next few months. IDEA Plans to launch a
range of Value Added Services which will help customers access more
information and utility services on their mobile phones, thus reducing
dependency on paper usage.
Speaking about the campaign, Mr. Pradeep Shrivastava, Chief Marketing
Officer, IDEA Cellular said, "Environment' as a subject touches all, but gets
attention only at strategic forums. The common man gets to contribute little
towards the cause, due to lack of direction and ideas. Hence, IDEA Cellular has
taken up the responsibility of educating the 500 million mobile phone users in
the country. If they start using the mobile phone more judiciously, together we
can make a significant contribution of saving paper, and therefore, the green
cover necessary for the health of the planet."
The new campaign from IDEA abides by the essential brand promise of
providing a simple, fresh and imaginative solution to a complex problem of the
society. The new ad is sixth in the series of IDEA's campaigns with the popular
tag line - What an Idea, Sirji!. The preceding campaigns - 'Championing a world
without caste'; 'Championing a world in which no one suffers from the disability
to communicate'; 'Education for All', 'Participative Governance', and the last
'Walk When You Talk' - addressed subjects such as Caste War, Disability to
Communicate, Education, Democracy and Health, respectively. Now,
'Environment' is IDEA's next big Idea!
doc_801769735.docx
Tata Tea Jaago Re or JaagoRe is a cause marketing initiative launched in India
by Tata Tea, owned by Tata Global Beverages Limited. The campaign,
introduced in 2008, works with NGOs and other non-profit organization to raise
awareness for specific causes around Indian general elections.
Since 2009, Tata Tea JaagoRe has been an active component of Tata Tea's
marketing initiatives. The focus of Tata Tea's JaagoRe campaign has varied
through the years.
Tata Tea Jaago Re has partnered with the following NGOs or has supported
their causes
? Janaagraha
? CHRI
? Breakthrough
? Haiyya
Tata Tea launched their Jaago Re – meaning 'Wake Up' – TV campaign in an
effort to wake up an apathetic nation to the issues that affect it, literally stirring
up a storm in a teacup. After successfully drawing attention to important issues,
it was time to empower India by simplifying socially responsible action.
The challenge was to smoothly transition from being an ‘awareness’ initiative to
an ‘action oriented’ tool that Indians could use to make a real change in the
country by partnering with activists & organisations who had the means to make
it happen.
Strategy
JaagoRe.com was thus transformed into a community platform where
individuals could partner with govt approved NGOs by easily volunteering for
their services at the click of a button. From a simple website, Jaago Re became
a ‘social change network’ where people could pick a cause close to their heart,
find likeminded people, form groups, participate in discussions, write articles
and most importantly actually ‘DO’ something by volunteering for a live social
project.
By providing a platform for not for profit organisations to put up social projects,
and allowing site members to apply or join these projects, Jaago Re! could now
provide a simple & easy way to take action.
At the centre of the campaign is the website www.jaagore.com which as of
today supports 10 key issues – Corruption, Education, Child Rights, Global
Warming, Voting, Human Rights, Women’s rights, Health, Civic Issues,
Differently Abled. Users can create their own profiles (either as individual or as
NGO) by associating with one or more issues. The site then offers important
features of a social network such as creating profiles, networking, creating
groups and events, and contributing content such as articles & documents
related to the issue that the user supports.
The most important aspect of the website is the ‘Social Exchange’ – a ‘listings’
of social projects put up by the NGOS on the website. On the Social Exchange
organizations can put up all kinds of projects where people can volunteer to
work from home – such as documentation work for the NGO or work onsite like
teaching street children.
In order to Volunteer, users simply click the ‘Volunteer’ button which triggers
an email to the
NGO with details of the interested user. Since all NGOs on Jaago Re! Are
government certified, the whole process of volunteering becomes transparent,
simple and effective.
IDEA CREATIVE AGENCY
Idea social awareness ad
As the planet faces hazards of global warming, and the world leaders debate the
role of developed and developing countries to save the Earth - there is one
simple solution that our very prudent and popular Sirji! Proposes this time. He
advocates the message 'Use Mobile, Save Paper', thus have a green planet.
The talk here is about IDEA Cellular's new ad campaign which goes on air,
today. After a successful series of What an Idea, Sirji! campaigns with Brand
Ambassador, Abhishek Bachchan, the leading mobile brand will now be seen
promoting the idea of mobile VAS usage for vast number of day to day
activities, to save paper.
World over, millions of tonnes of trees get cut every day to produce paper,
leading to alarming rates of deforestation. The new IDEA TVC showcases how
the mobile phone can be used as an efficient tool to read daily newspapers,
generate e-bills, make payments and transactions, issue e-tickets and boarding
passes; thereby saving tonnes of paper every day.
IDEA Brand Ambassador Abhishek Bachchan, playing the role of an agonized
'Tree' this time, strikes the idea of using mobile phone to save paper, and
therefore, the greenery around him. As more and more people switch to their
mobile screens, from everyday usage of paper, the tree regains life and leaves
the audience with a simple message - 'Use Mobile, Save Paper'. The pan-India
mobile brand will launch a nation-wide awareness campaign to spread this
message.
IDEA's new campaign will be extensively seen across TV, Print, and Digital
and Outdoor media space during the next few months. IDEA Plans to launch a
range of Value Added Services which will help customers access more
information and utility services on their mobile phones, thus reducing
dependency on paper usage.
Speaking about the campaign, Mr. Pradeep Shrivastava, Chief Marketing
Officer, IDEA Cellular said, "Environment' as a subject touches all, but gets
attention only at strategic forums. The common man gets to contribute little
towards the cause, due to lack of direction and ideas. Hence, IDEA Cellular has
taken up the responsibility of educating the 500 million mobile phone users in
the country. If they start using the mobile phone more judiciously, together we
can make a significant contribution of saving paper, and therefore, the green
cover necessary for the health of the planet."
The new campaign from IDEA abides by the essential brand promise of
providing a simple, fresh and imaginative solution to a complex problem of the
society. The new ad is sixth in the series of IDEA's campaigns with the popular
tag line - What an Idea, Sirji!. The preceding campaigns - 'Championing a world
without caste'; 'Championing a world in which no one suffers from the disability
to communicate'; 'Education for All', 'Participative Governance', and the last
'Walk When You Talk' - addressed subjects such as Caste War, Disability to
Communicate, Education, Democracy and Health, respectively. Now,
'Environment' is IDEA's next big Idea!
doc_801769735.docx