After completion of 25 years Silver Jubilee, again Tata Tea
has released fresh campaign on “Jaago Re (Awakening) with innovative concept on
“Complete Duty” along with promotion
of Tata Tea premium brand. Whenever, Brand feels that Indian people are
sleeping, immediately come out with “Jaago Re” campaign & give reminder
that “Awake”.
Tata tea is a playing significant role in tea industry
(Beverage Industry) which is the largest & one of leading brand in India
whereas standing globally as second largest brand in Tea beverages industry.
Tata Tea is not just only brand, but also it is most trusted & symbolic for
their consumers. Even though, Tata Tea is also leader in TVC Campaign among the
tea competitors. Though, tea market is dominated by Hindustan Unilever Ltd
& Tata tea in which Tata Tea premium brand having 18% over market share.
Every campaign of
Tata brands having a unique concept like “Soch
Badlo” concept has been introduced on 25 years celebration (Tata Tea), “Desh Ka
Namak, Tata Namak (Tata Salt), Poochh ne mein kya jata Hai (Tata Sky DTH
Service), “Jeet Ki Ghanti Kabhi Bhi baj
Sakti Hai (Tata Docomo) and Recently released “Complete Duty” (Tata Tea).
We can definitely say that Tata Tea brand is not only as
brand leader but also Brand Campaign Leader that always connected with socially
& understand the Consumers.
You can also visit websitehttp://www.jaagore.com/site/
Market Players:-
Brooke Bond & Lipton (HUL), Tata tea (Premium, Gold, Life, Agni), Duncan’s, Eveready, Goodricke, GPI, Waghbakri (Gujarat), Girnar, Sapat, Dhunseri,Mohini, Society, Marvel etc.
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http://www.youtube.com/watch?v=hAEV1K8JuV4
Campaign brief &
Brand Strategy:-
The strategy has
executed about taste & strength of Tea that you are realizing about awake.
Brand is appealing towards Badi Patti (Big leaves) &
Chhoti Patti (Small Leave) whereas it is appealing as socially towards “Big
Duty & Small Duty”. The ad film
about, a husband is coming back at home along with 3 person on single bike
& saying to his wife that they already awaken & come back, showing his
finger that gave Vote and replying that he has finished Big Duty. Wife goes to
make tea & replied let’s have make a tea of “Badi Patti (Big Leaves) for
Big Duty & Chhoti Patti (Small Leaves) for small duty.
But, man could not understand the difference & asked
which one is small duty. Ultimately, wife is explaining the difference that 3
person on single bike, break the traffic rules. So, when will you follow the
small duty (Traffic rules)? Finally, he realized and started background music
“Jaago Re”.
Voice over is conveying brand features Tata Tea Premium
“Badi Patti ki khushbu Ke Sath, Chhoti Patti ka Dum” (Fragrance of Big Leaves
along with strength of Small Leaves). At
then end of campaign, wife is appealing that “Big & small are altogether,
it’s completed either its Tea or Duty”.
Overall, it is good &
creative campaign as usual that really AWAKENING…
Jaago Re… Share your
views…
