Company: Tata Global Beverages Limited

Agencies: Maxus, Lowe Lintas + Partners, 22feet

Market(s): India

Timing: Feb 5, 2014 – May 30, 2014

How “Power of 49” became the media movement that changed the way women voted in the 2014 Indian general elections.

BACKGROUND

Tata Tea faced fierce competition against Unilever. Tata Tea, however, decided to pursue social cause marketing under the successful “Jaagore” (Awaken) umbrella, deviating from the norms of functional advertising to differentiate the brand. “Jaagore” had previously addressed several social issues, but this time took up a cause that directly related to the brand custodian: Indian women. And so, Tata Tea set out to make “Jaagore” both relevant to women and able to drive real action.

THE IDEA

The “Power of 49” (PO49) campaign was launched with a TVC intending to educate women on the importance of voting. The campaign used “reel-life” TV protagonists — real-life influencers of women — partnering with India’s top 4 media networks. For the first time, 4 rival networks worked together for a common cause. The whole campaign was supported by social and mobile efforts as well as real-time data management. Content took over 50 forms and used over 40 endorsers to create a manifesto for women.

THE PROCESS

Realizing the scale of the activity and potential benefit to society, Tata Global Beverages decided to invest and put an all-star team together for the campaign. Media agency, Maxus created the big Idea and also brought in their content specialization to get the right media networks, influencers & campaign protagonists who would then be the face of the campaign. Lowe being the creative custodian collaborated with Maxus in the creative thinking by making the PO49 message more actionable. Maxus & 22feet collaborated on the digital leg of the campaign where Maxus managed the paid media part, creating campaign platforms, media plans & real-time data management while 22feet looked after the owned & earned social platforms apart from creating the Push The Pin app that facilitated interaction.

The integrated campaign had to translate to on-the-ground action — motivating 100 million women to cast an informed vote. To accomplish this, the team drew insights from cultural and ethnographic studies. They specialized content to involve the right media networks, influencers and campaign protagonists to be the face of the campaign.

THE RESULTS

Preference for the Tata Tea brand increased 50%, with a concurrent 50-70% increase in belief in the power of a collective movement. The campaign reached 102 million women. The Facebook page reached 22 million people, Twitter reached over 10 million, and the Tata Tea website saw a 30% rise in organic traffic and the brand a 40% increase in search. The campaign became the largest repository for women’s issues ever — politicians were forced to respond to women’s issues. For the first time, 24% of cabinet members are now women.