Jaago Re (Politician)
Tata Tea2007
Jaago Re (Politician) is a 2007 45-second television commercial for Tata Tea, created by Lowe Lintas, Mumbai.
The line
Har subah sirf utho mat. Jaago Re! (Don't just wake up every morning. Awaken!)
Why it works
A haughty politician is put on the spot in front of a crowd by a young man who questions his credentials and record. Lowe Lintas made the film for Tata Tea in 2007 to recast a tea brand usually sold on morning freshness as a brand that awakens people rather than merely waking them up. It is studied as a landmark of Indian purpose-led brand building: the idea grew into Jaago Re! One Billion Votes, run with the Bangalore NGO Janaagraha, whose website helped some six lakh people, most of them young, register to vote ahead of the 2009 general election. Forbes India reported that over the campaign Tata Tea closed most of the gap in value share with market leader Hindustan Unilever, and the company's own executives insisted it was a brand campaign, not corporate social responsibility. Jaago Re has returned repeatedly since as Tata Tea's platform for social issues.
Techniques
- Purpose and cause Recasts a tea sold on morning freshness as a brand that awakens citizens, showing a young man publicly questioning a haughty politician's record.
- Participation Grows into a voter-registration drive with an NGO whose website helps hundreds of thousands of mostly young people sign up ahead of a general election.
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