I had written about Tata Tea’s 2007 initiative earlier. The difference between ‘being awake’ and ‘awakening’ was brilliantly captured in the Jaago Re ad. I had said that it would take a huge initiative beyond a TVC to bring this idea alive. I think they have found the big idea with the issue of voting.
This year’s Tata Tea TVC drives home the point that if you abstain from voting you are shirking responsibility. And a tie up Janaagrahaa and the online initiative is a fantastic extension of the TVC. Overall, this should rank among the best brand ideas of late in the Indian advertising scene. A couple of observations though, the number of registrations are still pretty low on the website. Will a language version of the site help? Maybe activation programmes (they could be on already) with mobile vans?
Hats off to the team behind this campaign. I think it ‘awakens’ you to the possibility of a big idea even in an undifferentiated product.