Very rarely does one find campaigns that can survive the test of time. In the era of super-hectic schedules, short-term memories, and multiple media vehicles to hit the shoppers, even the best of campaigns can fade over time. However, with the Jaago Re concept and its most recent Power of 49 campaign, the Lowe Lintas team behind the campaign has proved successful in overcoming the difficult challenge of keeping the same core positioning alive and kicking through the years.
The Jaago Re campaign has been active since 2007, and has used several catchy taglines to talk about serious issues – agar aap election ke din vote nahi kar rahe to aap so rahe hain (encourage voter turnout), khilana band, pilana shuru (against bribery), etc. Carrying on with the theme to ‘awaken’ people to issues plaguing the nation, the campaign has moved to highlighting the role and impact of women in the upcoming Lok Sabha elections.
First, take a look at one of the campaign videos:
This campaign has several merits from a marketing perspective which I want to share below:
1. Clutter Breaking : Like deodorants, tea has also traditionally been a segment struggling with marketing clutter – the campaigns have been limited around two concepts: a) rejuvenation, and b) health. Both these are clearly revolving around benefit-based concepts. The Jaago Re campaign brought in an emotional connect to the product, at the same time not losing the core proposition – the campaign is very clearly an extension of the ‘rejuvenate’ concept, which has been extended to refer to the rejuvenation of society and ‘system’. And the campaign tagline – ‘Jaago Re’ establishes a good connect to both rejuvenation and Tea.
2. Correct Campaign Structure:
a) Brand Ambassadors : Selecting the leading ladies in the TV Industry as brand ambassadors is, in my opinion, a master stroke. They are being put forth in the same ‘get up’ that the audience remembers and looks up to. It helps set up a better connect with the women of the house – remember, these are the target audience both for the CSR element as well as are the decision makers/influencers in the decision of selecting the brand of tea to purchase.
b) Integrated Marketing Communications (IMC) : In addition to the usual channels of digital, radio and TV, an additional element that the campaign uses is placement within TV soaps. We frequently see in-film placement for advertisements, but the TV program inserts are a bit rare, and limited to advertising launch of new TV programmes. Picking the’typical saas-bahu’ (no offence!) soaps for the placement helps re-establish connect with the household women. Setting up discussion platforms for politicians (being advertised, but not yet initiated) will also be helpful since it will involve people into proactively participating in the entire exercise.
3. Positivity : The overall campaign brings about a strong positive feeling to the viewer regarding the activity, and by extension the brand as well as the corporate house of Tatas. It is different from the usual ‘fear marketing’ based ads with the theme ‘if you don’t use product X, the result will be bad’. It has a nice, simple and positive ‘Let’s do it’ kind of a ring to it – and whenever you can make the viewer happy on seeing the ad, you have scored a brownie win!
The above points help the campaign to score high on the key marketing metrics: strong customer recall, high association of brand name with the campaign, engagement of customer with the brand activities. Take a bow!
For all the campaign videos, as well as old campaigns, visit the YouTube page of Jaago Re on the link below:
http://www.youtube.com/user/jaagoreadmin/videos
P.S. : The rivals have taken notice of the new campaign, and one of them, Baagh Bakri has come up with the below TVC. In all honesty and frankness, I must say that this is a very poor rebuttal from them, practically steals the core idea and re-wraps it into a script which makes the whole concept of one’s duty in elections as frivolous. It seems to be a hastily put together, under-cooked campaign, which just serves the purpose of adding gravitas to the Tata campaign.
Marketing Brainstorm 
Very well study. Beautiful write up and Good work.