SLIDE 1

TE
A

A d v e r ti s e m e n t analysis
 TATA TEA
Tata Tea Ltd. is one of India's leading tea companies and is the second largest supplier of
branded tea in the world.
Tata Tea began its journey when the packaged tea market in India was dominated by
large players with over 70% of the market share. 
Tata Tea goes beyond being just a cup of tea - it is a fresh start to a new day for millions
of Indians
Market share

Tata Global Beverages

Twinings
[PERCENTAGE]
Wagh bakri
[PERCENTAGE] Hindustan Unilever

Wagh bakri
Tata Global Beverages
44% Twinings

Hindustan Unilever
41%

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 #Jaago_Re campaign by TATA Tea
Tata Tea JaagoRe is a cause marketing initiative launched in India by Tata Tea. The campaign, introduced in
2008, works with NGOs and other non-profit organization to raise awareness for specific causes around Indian
general elections.
Since 2009, Tata Tea JaagoRe has been an active component of Tata Tea's marketing initiatives. The focus of
Tata Tea's JaagoRe campaign has varied through the years.

1 Billion Awareness
vote Soch Power Social
toward
campaig badlo of 49 awareness
sports
campaign campaign campaign
n campaign

2010-2011 2012-2013
Timeline
2009-2010 2011-2012 2013-Ongoing

Khilana
band, Choti
Pilana suruwat
suru campaign
campaign

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 Advertisement 1
Broadcasted on 28 Feb, 2017
Part of “Jaago Re Campaign”
Focused on winning medals so much, that we've lost sight of other issues in
sports! Alarm bajne Se Pehle #JaagoRe

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 SLIDE 2 ANALYSIS
According to us , this ad campaign is the least effective because

The ad is supposed to target Indian market, but the message delivered is in English
No brand or product visibility
No target audience

The objective of the campaign was to create a platform to nurture promising young athletes and
instill a strong sporting culture in India.
Suggestions:
Target audience should be clearly defined
The message delivered should be easy to understand and in a language which majority of
people understand
 Advertisement 2 - Alarm Bajne se pehle
#Jaago

Broadcasted in 2017
Menippean Satire for youth
Urging people to stop reacting after tragedies hit and instead
start ‘Pre-acting’

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 SLIDE 2 ANALYSIS
According to us , this ad campaign is comparatively more effective than the previous one because
the brand is able to convey a right message among the masses without any distortion but it’s not
the most effective one as it is representing the youth as dumb, inactive and indecisive.

The objective of the campaign was to encourage 'pre-activism' - a behavior of timely activism
which happens before, to prevent unfortunate things.

Suggestions:

Brand visibility in this ad is minimum so the company can focus on that.

 Advertisement 3-Desh ka Kulhad

Broadcasted in 2020, 5 days prior to 75th Independence day

Initiative to promote the work of Indian artist
Evoked regional pride through its state customized packaging

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 SLIDE 2
ANALYSIS
According to us , this ad campaign is most effective because
Represents cultural diversity.
The ad connects with the target audience.
Aligning patriotism with the advertisement.
Tried to cover different age group as well as people from diverse economic background.
The objective of the campaign was to create a platform to showcase India’s regional diversity
and to support India’s artisan community.
 Comparison
Uniqueness Brand Ease of message Audience Issue Raised Total Score
Visibility conveyed Target

Ad 1 1 0 0 0 1 2/5

Ad 2 1 0 1 1 1 4/5

Ad 3 1 1 1 1 1 5/5

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 SLIDE 15

THANK YOU!

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