It gives me immense pleasure when i write about marketing campaigns which are like ‘Jaago Re’.When the motive of a marketing campaign is just not profit but larger than that.When It has power of changing society and starting a revolution then its above a campaign definitely.
When Tata Tea launched ‘Jaago Re’,All stood and watched.’Jaago Re’ was a catch line and it made people think.Then they took the campaign to new heights and made it very successful.
Now TATA Tea is back with its new campaign on similar lines ‘Aaj Se Khilana Bandh, Pilana Shuru’.This version takes the issue of corruption and urges citizens to awaken and fight against it.
Corruption is something that is eating india from within from years.This campaign hits the problem of corruption right on the head.
Sangeeta Talwar, Executive Director, told reporters here: “As the world recovers from one of the worst financial crisis, there will emerge a new world economic order, in which India will play a significant role.
The new campaign is a “360 degree integrated marketing campaign”, which will connect equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points. Various on-the-ground initiatives will take the message closer.
Here is the first TV commercial of the campaign.
Print Version
Lets see how successful this Campaign turns out to be.
The Last ‘Jaago Re’ campaign was not only popular but also helped TATA Tea acheive a whopping annual turnover of Rs 4,800 crore.(source Business Standard).
I hope this campaign actually brings in change and affect the corrupt officials in our country.
But just what TATA Tea has to figure out is that two similar campaigns one after the other dont cause customer fatigue or lack of interest ?
What Say ?
Aaj Se Khilana Bandh, Pilana Shuru-Tata Tea’s New Campaign…
It gives me immense pleasure when i write about marketing campaigns which are like ‘Jaago Re’.When the motive of a marketing campaign is just not profit but larget than that.When It has power of changing societyand starting a revolution then its above…
Frankly, when i read the title iws expectin sumthin else..
, but wht i read ws really gud.. 
. Very nice initiative by Tata tea..
I think(with my limited mktg knowledge) this is known as Social Marketing n not 360 degrees mktg….!!
Regarding the point of customer fatigue.. i think with this campaign Tata Tea is just tryin to prove that ‘Jaago Re’ ws nt just a 1 time Mktg gimmick but a sustained effort which will continue in future also..
On th contrary, rather than creatin customer fatigue it’ll add new members to its revolution..!!
toooooooo good campaign initaited by TATA tea……waiting for the next ad
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