Follow up: Post Dated: 29th August.
In the earlier post, the campaign was limited to TVC but earlier this month it stretched to BTL(Below The Line Activities) with the launch of 38 days Bus Journey which will be headed by FEVER FM Channel RJs fasting against the corruption and encouraging the youth to fast against the biggest social evil of our society.
In addition to the journey Tata Tea launched a Corruption Index in association with AC Nielson to bring out the perceptions of citizens about corruption and its impact on the social and economic fiber of society. The study included people from 3 cities, Delhi, Mumbai and Bengaluru.
Well, the flaw which was there in the TVC is still the same because yet again they have put the entire onus on the person who is giving the bribe.
Nonetheless, the strategy through which Tata Tea wanted to engage the youth (As they consume Tea in large quantities) is remarkable and successful, I believe. The relaunch of website www.jaagore.com where a person can fast online, the tag line of “Khilate Khilate Desh ko indigestion ho gaya hai – is liye aaj se Khilana Bandh, Pilana Shuru” by Radio Mirchi, humorous advertisements with creatives handled by Lintas are effective ways of engaging the youth audience.
But on the social responsibility front which according to the company is the primary brand image of the beverage (Not only a ‘getting up‘ drink but a ‘wake up‘ drink) the brand is not doing a perfect job. There is neither a follow up for the voting campaign (that how many actually registered and voted finally through this campaign) nor a concrete plan to tackle the corruption issue involving the concerned parties (Like Government departments, vigilance etc).
If only ‘All say and Do nothing‘ can provide a long term brand image, this is the campaign to watch.