Top Story

e4m_logo.png

Home >> Advertising >> Article

Tata releases a 10-Point Women's Manifesto ahead of the General Elections

24-March-2014
Font Size   16
Share
Tata releases a 10-Point Women's Manifesto ahead of the General Elections

Ahead of the 2014 General Elections,Tata Global Beverages and the Tata Grouphave released a 10-point ‘Voice of 49 per cent’ women’s manifesto,aggregating issues raised by more than a million women from across India.

The manifesto, an outcome of the ‘Power of 49’ campaign, aims at giving a voice to the women of India to be heard in the political discourse of our country. The key issues that have emerged in the manifesto are broadly around the themes ofViolence, Safety, Health and Education. This entire campaign has been powered by Maxus.

The Power of 49 campaign was launched by Tata Global Beverages, through their social awakening platform Jaago Re, and the Tata Group in August 2013 with the objective of creating a more awakened and informed female electorate who constitute 49 per cent of the world’s largest democracy.The issues thathave emerged as a result of this campaign were studied and debated in depth by14 experts led by the editorial team of CNN-IBN and have put together this 10-point ‘Voice of 49 per cent’ manifesto, to be presented and discussed with political parties, in an attempt for them to integrate it into their political agenda.

Speaking on the campaign, Kartik Sharma, MD, Maxus South Asia said, “The ‘Bahu Nahi Bahumat’ campaign is the articulation of ‘Power of 49’ campaign by Tata Tea and Tata Global Beverages. This is a revolution rather than a communications campaign. Along with the brand, we have managed to bring core issues that affect nearly half of the electoral votes in India to the forefront. With innovative content and a robust media outreach, we have made the Women’s Manifesto a topic of conversation that could show real measureable impact in the forthcoming elections.” He added, “It has been a great opportunity for the team at Maxus to work on such an important manifesto, taking the Tata Group’s social awaking vision forward.”

Speaking at this milestone, Vikram Grover, Vice President, Marketing, India and South Asia, Tata Global Beverages said, “The objective of the campaign was to create a large number of educated women voters with a view that an informed female electorate would propel the political leaders to include their issues in the agenda in the forthcoming elections. Our study indicates that women are beginning to understand the role they play in forming a government and are more inclined towards voting now.   We are delighted by the overwhelming 1.4 million responses received through our Power of 49 initiative where women have expressed their specific issues.

Speaking on the occasion, DrMukund Rajan, Member – Group Executive Council and Brand Custodian, Tata Sons said, “The Tata group is proud to associate with Power of 49, which aims to create awareness among the women voters of India about the power they have to bring about change. The ‘Voice of 49 per cent’ manifesto represents an opportunity for Indian women to cast informed votes for candidates who address their issues and at the same time gets political parties to see women as a determining factor in elections. We believe that women’s empowerment is an important subject for our nation’s progress, and the Power of 49 initiative is a step in that direction, seeking to give women their rightful place in the future of our country.”

Since the launch of the campaign, more than 1.4 million responses have come from all over the country through multiple communication platforms. The highest participation has come from the states of Uttar Pradesh, Madhya Pradesh, Maharashtra and Bihar, respectively.
 

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...