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Election ke din, agar aap vote nahin kar rahe ho, to aap so rahe
ho (If you are not casting your vote on election day,
you are sleeping)this message instantly connected with the
people and pulled 618,157 of them towards www.jaagore.com site, to
register their votes. Although, launched during Indian general elections
2009, this campaign was not an initiative of any political party, but that of
a corporate house. In 2007, Tata Tea Ltd. (Tata Tea), one of the
world's leading companies in branded tea sector, launched Jaago Re! initiative as a part of its Cause-Related
Marketing (CRM) (also referred to as Social-Cause Marketing (SCM))
program and focused on many social issues through this
campaign.
Tata Tea, with Jaago Re! campaign, intends to promote its tea
as a social-awakener and thereby improve its mind-share among
the consumers. Earlier, Tata Tea promoted the physical and
functional propositions of the brand in its ads. But, the stiff competition from
its nearest rival Hindustan Unilever Limited's (HUL) tea brands
and other unorganized players compelled the brand to emerge with
innovative ways of connecting with people. In June 2007, as the
brand became the largest tea vendor (in terms of volume share) in the
world, it elevated its communication efforts to the self-actualization
level, through Jaago Re! campaign. Hence, the question ariseswill it
make sense for Tata Tea to go beyond the conventional advertising
format and embrace social issues in its marketing communications and in
that case at which stage of the brand life cycle should the company go
for CRM. |
