has unveiled its campaign Jaago Re, which is targeted at expanding its consumer
base across small towns and villages.
company has integrated four of its brands, Tata Tea Premium, Tata Tea Gold, Tata
Tea Agni and Tata Tea Life under the umbrella Tata Tea brand.
by Lowe, and scheduled to run across TV, cinemas, print, outdoor and radio, the
campaign also spans a website, Jaagoindia.org, with which it would create an online
community out that has social awakening as its unifier.
its tie up with the Jaago India Foundation, the website would fortnightly cover
a socially relevant issue. It would serve to build a platform to connect with
its diverse customer base, in addition to it being an idea-exchange platform for
TV commercial deals with political corruption, while the website intends to take
up socially important issues like literacy and child labour. Tata Tea plans to
launch five more TV spots around the same message that will touch upon this pressing
social concern, corruption at high places of power.
to Percy T Siganporia, managing director, Tata Tea, though the branded tea market
is supposedly stagnant, Tata Tea has witnessed double growth year-on-year. He
said that though the brand is still weak at the upper end and the economic end,
Tata Tea is trying to rejuvenate segments in which it participates in.
the launch of this campaign, each packet of Tata Tea products other than Tetley
will carry wobblers with the Jaago Re message.