Tata Tea’s new communication strategy shifted the category codes from waking up to ‘awakening’ and in the bargain demolished the leadership of Hindustan Unilever
TATA TEA
CAMPAIGN: Jaago Re
AGENCY: Lowe Lintas
OBJECTIVE: There were three major objectives for the brand, which included creating a favourable image of Tata Tea amongst at least 50% of the non-users. The second objective was to increase the volumes for all Tata Tea brands. And finally to engage youth and attract over 2 million unique visits to Jaagore.com and convert at least 20%.
STRATEGIC CHALLENGE: Hindustan Unilever (with brands like Brooke Bond, Taj Mahal & Taaza) had always been like a tiger in the tea category. Been there in the market for decades, they owned the category codes of bonding, belonging, family-time & get-togethers. The challenge was to create a communication that was sharp enough to puncture the suffocating scale of Levers.
BIG IDEA: The insight, “I don’t seek change, I am the change,” helped to develop a strategy to target the awakened generation . The codes were shifted from nurturing, bonding, rejuvenating (tea has always been seen as a wake-up drink) to jolting, provoking and awakening. This led to the big idea that ‘While other tea wakes you up, Tata Tea awakens you.’
COMMUNICATION TOUCH POINTS: The integrated campaign strategy was to outsmart competition’s high spending and thrive on the competitive media-gaps. The attention of I-Gen tea lovers was arrested by harnessing the characteristic or role of each media (be it TV, radio, rock concert, et al) in ‘Awakening India’. The tone and manner of the message was provoking, spirited and young to facilitate the positioning, Har subah sirf utho mat jaago re! Moreover, a website Jaagore.com was created to engage ‘the awakened generation’ to register for voting, know everything about voting, besides giving info on credentials of the candidates, et al.
EFFECTIVENESS: The campaign exceeded set objectives for achieving favorable brand disposition among 50% of non-users across Tata Tea portfolio (Source: IMRB). Volume share grew by 2.5% over the HUL’s entire tea portfolio (Source: AC Neilson Retail Audit) and the campaign was able to generate 2.5 million unique visits at Jaagore.com website, along with 600,000 registered users, with a conversion rate of 25%.
TATA TEA
CAMPAIGN: Jaago Re
AGENCY: Lowe Lintas
OBJECTIVE: There were three major objectives for the brand, which included creating a favourable image of Tata Tea amongst at least 50% of the non-users. The second objective was to increase the volumes for all Tata Tea brands. And finally to engage youth and attract over 2 million unique visits to Jaagore.com and convert at least 20%.
STRATEGIC CHALLENGE: Hindustan Unilever (with brands like Brooke Bond, Taj Mahal & Taaza) had always been like a tiger in the tea category. Been there in the market for decades, they owned the category codes of bonding, belonging, family-time & get-togethers. The challenge was to create a communication that was sharp enough to puncture the suffocating scale of Levers.
BIG IDEA: The insight, “I don’t seek change, I am the change,” helped to develop a strategy to target the awakened generation . The codes were shifted from nurturing, bonding, rejuvenating (tea has always been seen as a wake-up drink) to jolting, provoking and awakening. This led to the big idea that ‘While other tea wakes you up, Tata Tea awakens you.’
COMMUNICATION TOUCH POINTS: The integrated campaign strategy was to outsmart competition’s high spending and thrive on the competitive media-gaps. The attention of I-Gen tea lovers was arrested by harnessing the characteristic or role of each media (be it TV, radio, rock concert, et al) in ‘Awakening India’. The tone and manner of the message was provoking, spirited and young to facilitate the positioning, Har subah sirf utho mat jaago re! Moreover, a website Jaagore.com was created to engage ‘the awakened generation’ to register for voting, know everything about voting, besides giving info on credentials of the candidates, et al.
EFFECTIVENESS: The campaign exceeded set objectives for achieving favorable brand disposition among 50% of non-users across Tata Tea portfolio (Source: IMRB). Volume share grew by 2.5% over the HUL’s entire tea portfolio (Source: AC Neilson Retail Audit) and the campaign was able to generate 2.5 million unique visits at Jaagore.com website, along with 600,000 registered users, with a conversion rate of 25%.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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