Category A01: Best Media Strategy - Consumer Products Brand: Tata Tea Gold

THE MEDIA MOVEMENT THAT CHANGED THE ROLE OF

WOMEN IN INDIAN ELECTIONS

There isn’t any possibility of building any movement for significant change,

unless, there is involved in it the experience of imagination,

of seeing that, which does not yet exist

- Dr. Vincent Harding, Historian, Social Activist, Associate of Dr. Martin Luther King

THE MARKETING OBJECTIVE

At the start of FY14, with the pressure from HUL intensifying, the key marketing task for Tata tea was to

protect its leadership position despite fierce competition

THE SITUATION ANALYSIS

In 2007, Tata Tea changed the category dynamics by moving from functional to social communication

through the JaagoRe campaign. Since 2007 the brand has been driving social causes through inner awakening

(JaagoRe) of each individual. JaagoRe has been a champion in identifying social problems before they

became mainstream.

Ground Reality for Women in India 2013

Tata Tea took the social cause of women empowerment on to itself to ensure that these issues are

resolved, by, striking at the root itself – the Indian Government. It was the government’s lack of action for

women that is the biggest cause of the plight of women in the country.

Our opportunity,

For bringing about change in government policies women participation in elections was a must, but

Thus born was the “Power of 49” (PO49) television campaign. The TVC featured a woman telling her

politician husband not to ignore the power of 49% Indian women as they had the power to either make or

break the government.

THE TARGET AUDIENCE

2 classes of Women Voters

It was imperative to reach out to both Bharat & India and motivate both for change

THE CONSUMER INSIGHT

What could change a deep rooted societal issue that historically had never happened?

THE MEDIA SOLUTION

The television commercial was well received,

We embarked on the most ambitious MEDIA MOVEMENT ever, engaging with women over 2 key phases,

The Building Blocks of the Media Movement:

Across each and every phase we engaged and drove participation at HUGE SCALE

Curated content guided women through all the stages of the electoral process

Seamlessly STITCHED together POWER OF CONTENT, with POWER OF TECHNOLOGY and POWER OF PLATFORMS to reach out to as many people as possible in the most powerful way

Our insight on the power of TV Protagonists was bang on. The moment the first phase of activity started, the phones started ringing, beginning with 30000 calls per day and touching as much as 1 lac calls a day, from across the length & breadth of the country. The 8 lac+ issues that were raised by women across 500 of the 543 Indian constituencies were the richest database of issues ever generated. Importantly we were able to unearth some issues that were earlier not apparent. The issues pulled from the GEC channel activities (for Bharat) were taken on for debate on the India channels (TV 18 network), used to create the PO49 Women’s Manifesto, synthesized and played back again on GECs in the second phase by the TV Protagonists . Through special technology through our mobile partners we also tagged the issues to constituencies using the pin-codes of the women calling in. At every point we ensured we continuously shared back with women across the country enabling them to remain engaged and charged up. All this was possible because of the smart use of data :

THE RESULT

Results For the Movement

Women TABLE & VOICE their wants: MASSIVE RESPONSE

Unprecedented Social Buzz

Galvanization of Public Opinion

PO49 synonymous with “elections and women” in India – organic mentions, including presence on KBC

(without any effort from us)

And finally the people who we were targeting – the Politician’s took note. Before we came on the party

manifesto’s had no mention of women’s issues, and were focussing mainly on inflation and corruption. Our

Media Movement changed it all

We had succeeded in creating an INFORMED & EMPOWERED FEMALE ELECTORAL VOTE (Pre-post track)

There was a huge upswing of 300% in FEMALE VOTER INTENTION as compared to the previous elections.

Through this media movement we had history in the making with the politicians being more responsive to

women than ever before.

For the Business and Brand

Tata Tea increased its market share by 10 basis points despite intense competition from HUL

% Sales growth Tata Tea Gold : twice that of the category

Amongst women exposed to PO49 campaign, brand preference for Tata Tea gold grew by 50%

Never before had TV channels united for a brand campaign. We were able to make them our partners in the movement. Our media investment got 2.5X media presence

There isn’t any possibility of

building any movement for significant change,

unless,

there is involved in it the experience of imagination,

of seeing that, which does not yet exist

THE MEDIA MOVEMENT THAT CHANGED THE ROLE OF WOMEN IN

INDIAN ELECTIONS

Our heartfelt thanks to all our partners for their overwhelming support

WHAT MAKES THE INNOVATION DIFFERENTIATED & UNIQUE

Rival TV networks united for a brand campaign. Became our partners in movement, helping media

investment get 2.5X media presence

Campaign planning with 50+ unique units. Higher reach (100 mn women), higher visibility at lower

CPRP vis-à-vis regular TV plan

Huge presence for movement. Brands interests also protected

Real time collation & smart use of data from missed call mechanism

5 leading protagonists from 3 rival channels together in one creative

THE IMPLEMENTATION CHALLENGES

Mammoth task of buy-ins

o Tata group about the power of the idea for investment backing

o Pitch to Star/ Zee / Network 18 top management for cause ownership – for both quality of

content and media multiplier for creating mass movement

o Buy-in of editorial heads of each of the networks

Logistical challenges

o Coordinating TV protagonists busy schedules to shoot together

o Getting the politicians on air at the peak of election campaigning

Securing the BEST

o Best protagonists & leading news anchors

o Key spoke-persons of all top 3 political parties – BJP, Congress and AAP

Media Challenges

o Cross channel promotions of the creatives – allowing GECs to divert their traffic to rival

group News channels

Massive time & effort (7+ months labor of love)

o Planning, buy-in & cause support took 3 months (Oct 13 – Jan14)

o Execution took 3 months (50+ unique units of long & short format content)