Monday, April 20, 2009

Jagoore campaign for Tata Tea





Jagoore campaign for Tata Tea
The campaign started on a very good note.
Brand name - Tata Tea
Tag line - Jago re
Product features - Strong tea, aroma, strength in morning
The product came from a respectable industry stable i.e. TATA SONS. The group has enjoyed consumer preference traditionally.
The brand Tata tea was a known and well established brand in Indian markets. To create more brand recall and position the brand as top of the mind recall the brand launched the "Jagoore" initiative.
The company tied-up with NGO Janaagraha which works in the area of election and citizen rights. The initiative JAGOORE was launched to inform voters about their rights through TVCs, print, radio spots, online and on-ground events. Jagoore for your rights went well with Tata Tea Jagoore to a new morning. This initiative received excellent response by media and the citizens using the internet coz all the campaigns emphasized registering on http://www.jagoore.com/. But the question is has this campaign helped the brand or helped the NGO. I think this initiative has outgrown the brand, now people recollect Jagoore more with voting than Tata tea. Was this campaign necessary to reach consumers? Still the top of mind recall in terms of Tea for me is Brooke Bond or Taj Mahal.
Has the sales of Tata tea gone up to the expected level or have more people decided to vote. Doing BTL brand connecting activity helps the brands who cannot advertise or publicize, why was their a need for Tata tea to do this association? Also since Jagoore was associated with registering online the target consumers were from well-to-do family who drink tea based on taste and perception. So my question is how the sales have benefited from this initiative?

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