Tata Tea: What a Brand… a feisty cup of tea that has challenged the country to rid itself of a malice that seeps deep down – Corruption!
Started in August 2009, Tata Tea first brought up the issue across all media to look around and take notice of the fact that corruption was the biggest hurdle that was holding the country back in its progress… individually and socially. Taking cue from the simple fact that a cup of tea is what jagaao’s or awakens millions of Indians every morning… they took it to the next level of metaphor – an awakening not just from sleep but from everything that is pinning you down … wake up to stop all that is regressing and vicious… wake up to being a good citizen and not just an individual… take charge of things around you and stop the mammoth demon that threatens to wipe off the very texture of our society. I can almost find some similarities with what Swami Vivekananda said… “We are responsible for what we are, and whatever we wish ourselves to be, we have the power to make ourselves. If what we are now has been the result of our own past actions, it certainly follows that whatever we wish to be in future can be produced by our present actions; so we have to know how to act.” It almost seems that Tata Tea’s is a call to everyone to act on it… to act on the malaise of corruption and be responsible as citizens to eradicate it and work towards a greater society.
Khilana Bandh... Pilana Shuru
They launched an integrated campaign “Khilana Bandh Pilana Shuru” whereby the call is to everyone to not just abstain from taking bribe but also not give bribes or engage in any other form of corruption. Tata Tea activated the Khilana Bandh, Pilana Shuru campaign, through various media. The campaign has garnered 25,000 online pledges through www.jaagore.com and 18,000 mobile pledges. The activation included distribution of pledge booklets through its distribution network to the channel partners and trade. This activity led to 1.1L pledges. In addition, Tata Tea tied up with Outlook for a school activation program, thus reaching out to students and their parents in 285 schools across 13 cities. This resulted in 26,000 pledges.
They also started on a nationwide bus yatra called Vrath Yatra – a 38 day bus journey across the country to connect with the youth and urge them to pledge against corruption. The Vrath Yatra, has been designed in association with Radio Mirchi and Fever.
Also do have a dekko at the revised Jaago Re Website – which facilitates the flow of information and resources between individuals / groups / organizations – by bringing together, onto a common platform, those who possess info and resources and those who need them. The understanding behind the website is that people have the desire and the resources to contribute meaningfully to social causes that they believe in.
Jaagore
Jagaao
Jagaao is the direct engagement section of the website – a place where individuals and organizations (NGOs) register and create a profile. It is the social exchange wherein NGOs can post various requirements – in the form of projects requiring man-hours or specific skills etc. Similarly, individuals can post their interest areas and availability. Individuals can search for projects by location, dates, causes etc. NGOs can also actively search for people using the filters provided.
And while it is a corporate initiative, I think this is what we need… more and more Corporates to come forth, pick up issues and help create a force of like minded people, create a movement and help revive India – Our India. I believe in the Jaago Re Campaign… and I am willing to believe in every other such social issue concerning us that is raked up by Corporates at large. It’s a good start and I hope many more get on the bandwagon of creating responsible citizens.
This is a great site man. Thanks
That’s a good post. The campaign taken up by Tata Tea is commendable. Corruption has grown faster than our GDP.. but thats integral part of everyone who has nurtured, encouraged or allowed it.
If we look at the commercial aspect of this ” Did it increase the sales of Tata tea. Does this advertisements say anything about the quality or the taste of the tea. I don’t know about the marketing strategies of the brands. Ultimately they have to sell it. Right!
This is my observation: These days many brands are posing as the pseudo-guardians or promoters of moral values. Idea cellular is one instance which is trying to promote Walk and talk, paperless world. Did they follow these in their company . Do they really work to promote their brands as good service or good commodity?
I am pessimistic guy.
May be they work keeping in view our obsession of Indian culture, moral values and all such hypocrisies.
Karteek
http://karteekmanchala.wordpress.com
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Your RSS feed doesn’t work in my browser (google chrome) how can I fix it?
Hi Paul…
I have fixed the RSS feed issue at my end. Please see if you can access it. I don’t think you would have a problem as I checked it on Chrome as well… lemme know.
cheers