The site provides all the required information on the issue, allowing consumers to interact and provide solutions. Votes and its website www.jaagore.com, aim to provide a one-stop-shop solution to all your voting needs. The website has an easy go through interface, a comprehensive list of FAQ’s and sensible bifurcation between the different kinds of voters’ query, good content from information and educational point of view. To deploy a mega approach to connect with the consumer at all possible touch points - the Jaago Re One! Billion Votes campaign is not only a call to action but a platform which provides any potential voter all the information and facilitation he or she needs to become part of the electoral process. Subliminal message- The initiative aims at awakening the youth of this country to the importance of exercising their right to vote as a means to bring about the change they seek. To hit right on the mind of the viewer, the promotion started with a very catchy line, “Jaago re, Jaago re, Jaaaaaaaaaaaaggggoooo reeeeeee”. In its very first advertisement, it shows a youth interviewing an election candidate and asking him to awaken himself. The candidate’s taking things for granted is matched with his sleeping state. It was followed by a few small ads like naming badly constructed roads full of potholes after the contractor and the latest ad where two guys are shown distributing tea on the day of elections to a bunch of people. Tata Tea is promoted in a very subtle but clearly memorable manner. Integrating the latest advances in internet and mobile technologies in a seamless manner. After establishing the concept of Jaago Re last year, it was time to take it to the next level this year. And the biggest event for the next twelve months in the country is the general assembly election. This segment is educated, tech-savvy and has a modern outlook. And yet, it is indifferent and cynical towards elections, and unaware and disinterested about voting. So 2008 campaign, One Billion Votes, aims to awaken the entire country, including the youth. The new campaign will be a “360 degree integrated marketing campaign”, which will connect equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points. Various on-the-ground initiatives will take the message closer.
On-ground activities - The initiative will be strongly supported by on ground activities in the form of institutional outreach, which will span more than 11 key cities and will serve to directly communicate with the target audience. The campaign seeks to partner with other corporates, media groups, academic institutions and civil society organizations to make this India’s largest ever effort on voter registration. Citizen advocacy program- like Narayanmurti-founder of Infosys, Rakesh Mehra- Director Rang de Basanti- endorsed by the election commission of India Build volunteer network to go into college/offices and do full day citizen advocacy program. Tied up with Janagraha who was paramount in carrying out the on-ground activities Online- The uniqueness of this campaign is the way technology has been innovatively leveraged to address the fundamental challenges in voter registration process. There are many hurdles which citizens face in the current voter registration process, enough to test the patience of even the most determined citizen! The issues vary from getting accurate answers on how the process exactly works, knowing your Assembly Constituency, where to drop your registration form, whether you have made it to the voter list or not etc. The site along with mobile service technology and IVR support provides any user an end to end platform to facilitate voter registration, informing voters of which constituency they fall under and the of their polling booth, etc. For the first time in India, www.jaagore.com will host an online voter registration engine to allow citizens across the country to fill their voter registration forms in 5 mins and also get driving directions to submit this form in their city. Advertising- TV commercials, radio, press, shop level visibility and the new outdoor medium of malls and multiplexes to drive home the message of Jaago Re. Public relations- Leveraged the citizen advocates with the media. Tata Tea will also come out with a ‘Jaago Re Corruption Index’. This will gauge the perception of people on corruption and quantify it. It will also promote December 9, internationally marked as ‘Anti-Corruption Day’, to make it into a national activity.
Pre launch: The Jaago Re! campaign was initiated last year to challenge the qualifications of a politician to run the country. Tata tea has really taken cause based marketing and corporate social responsibility to another level with Jaago re campaign and is really trying to connect with people. This is one of those rare times when the social campaign is actually integrated so well with the main advertising campaign and they have made digital a major component of this campaign by creating the site Jaago re! as an idea exchange platform. It propels the individual to stand up and voice his/her opinion. So its talks about the awakening of the minds each morning and to do something bold. This campaign is started with a vision to transform tea from a medium of mere physical & mental rejuvenation to a medium of social awakening especially the youth. It is meant for all those who feel an itch to do something revolutionary in a positive way. A quick assessment among those who have watched the ad campaign on television, shows that it propels the individual to stand up and voice his/her opinion. So its talks about the awakening of the minds each morning and to do something bold. Launch: The campaign now seeks to empower the youth to influence polity by exercising their right to vote. Target audience- The campaign focuses on empowering the youth of India to lead the change they are seeking. Undoubtedly, the driving force behind the campaign are a bunch of passionate youth themselves. This segment is educated, tech-savvy and has a modern outlook. The biggest event for 2009 months is the General assemble elections. Advertisements touching upon problems faced by a common man at a general level, and how we need to make a difference by casting a vote- Strong message imbed. Post launch: Recurring message delivered to TA with powerful advertising which carry social messages- communicate the same message of awakening but with different issues which the common man can easily identify with.
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