Tata Tea unleashes the 'Power of 49' ahead of General Elections 2014

Conceptualised by Lowe Lintas & Partners, the campaign's vision is to unleash the power of hundred million informed women voters to create positive change

e4m by exchange4media Staff
Updated: Feb 12, 2014 9:13 AM
Tata Tea unleashes the 'Power of 49' ahead of General Elections 2014

Lowe Lintas has conceptualised the latest campaign for the Tata Global Beverages’ social awakening platform - Jaago Re series. The latest TVC is the second phase of the ‘Power of 49’ campaign, which aims at becoming one of the largest women centric awareness campaigns in recent times with an intent to reach out to 100 million women. The campaign goes on air from today, February 12, 2014.

Power of 49, a Jaago Re initiative for women, was launched in August 2013 with an objective to awaken women, who form 49 per cent of India’s voter base, inspiring them to cast an informed and independent vote and exercise the power they have to make or break a government in this forthcoming election. The campaign was conceptualised from the insight that women constitute 49 per cent of the vote base in India, but often do not get their due as they are not seen as a determining factor in elections.

Campaign Concept
Jaago Re today has become synonymous with awakening. Over the years it has awakened people to a host of relevant issues. Now it’s time once again, to open minds. With its re-launch campaign, Tata Tea Gold will open the minds of the nation to yet another very relevant and very important issue; that of women empowerment.

Women form 49 per cent of the voter base of our country. Yet most of them are completely unaware about this statistic and the power it connotes. Tata Tea Gold’s latest campaign aims to educate women and the rest of the country about this statistic and show them the impact it could have. It is a call to women to come together and unite to show the nation, the power of 49 per cent.

While the last campaign awakened ‘women in general’ of Bharat, who believed in voting but didn’t believe they could bring any change with it. This new TVC from Tata Tea aims to awaken the ‘educated’ or so-called well informed class of India who don’t believe that voting can make a difference to their lives.

So the task at hand for Tata Tea this time around was to ‘awaken the awakened!’ And to awaken these oblivious mind-sets, we had to tell them about the power of voting and the change they can bring about.

The new TVC, a sequel to the Power of 49 campaign, is directed by ad and filmmaker Gauri Shinde and revolves around the concept of ‘Kaala Teeka’ (black dot). The Kaala Teeka is a play on the Teeka with a hard-hitting message of awakening women to realise their potential as voters.

Commenting on the campaign, Ameer Jaleel, National Creative Director, Lowe Lintas, India said, “Given the times we live in today, it is absolutely necessary for us to empower women. It is imperative that the world be told that women must not be treated the way they are, that they are a force to reckon with; especially politicians and governance who can do so much more to better the way things are for women in India, but aren’t doing much.”

He further said, “This campaign is trying to open everybody’s eyes, including those of women of course, with a simple but powerful statistic people are ignorant about - a massive 49 per cent of India’s votes come from women. This means they are truly powerful; they can vote and make or break a government. We hope for the state of affairs for India’s women to improve as soon as it can, but as an immediate effect, misconceptions about India's woman-force need correction and the right balance of power or between men and women needs to be achieved to bridge an age-old, pointless gap.”

Campaign Credits

Creative Agency: Lowe Lintas and Partners
National Creative Director: Amer Jaleel
Executive Director: GV Krishnan
Creative Team: Sagar Kapoor, Garima Khandelwal, Sonal Mishra, Ameya Gokhale
Account Planning: Vishal Nicholas, Russell John
Account Management: Ayyappan Raj, Kunal Madhavdas, Rumi Ambastha, Kshitij Mehra
Film name: Kaala Teeka
Production House: Offroad Films
Director: Gauri Shinde

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