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Tata Tea unleashes women’s ‘Power of 49’ in run-up to General Elections

Conceptualised by Lowe Lintas, the campaign’s vision is to unleash the power of hundred million informed women voters to create change. It aims to awaken women who constitute 49 per cent of the voter base

BestMediaInfo Bureau | Mumbai | February 12, 2014

power-of-49 Click on the image to watch the TVC.

Lowe Lintas has conceptualised the latest campaign for Tata Global Beverages’ social awakening platform ‘Jaago Re’ series. The 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 today.

Power of 49 was launched in August 2013 with an objective to awaken women, inspiring them to cast an informed and independent vote and exercise the power they have to make or break a government in the forthcoming election. The campaign was based on 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.

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 relaunch campaign, Tata Tea Gold will open the minds of the nation to yet another very relevant and very important issue – women empowerment.

The problems women face in our country today are increasing constantly, yet women appear to have come to terms with their helplessness and are in a state of perpetual waiting for someone to help. Little do they realise that the power to change things around them rests not with anyone else but with themselves.

Though they constitute 49 per cent of the voter base, yet most of them are completely unaware about this statistic and the power it connotes. Tata Tea Gold’s new 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.

The TVC 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!’

But this wasn’t an easy task as the TG lived a self-sufficient and comfortable life with easy access to everything that they need. This audience already has the resources and the wherewithal to meet with more than basics to not feel the need of having a government in their life.

The only way to shake them and open up their minds was to show them the power a vote can bring about and that womenfolk actually have the power to rock the vote. This was brought alive by breaking Ms Metro’s belief that only she can protect herself and can’t depend on anyone else for it. The belief was broken by showcasing how a lesser privileged woman with limited access and resources believes that you don’t need anything else to protect yourself if you vote.

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

Ameer Jaleel, National Creative Director, Lowe Lintas, 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 officials who can do so much more to better the way things are for women in India, but aren't doing much.”

The campaign is trying to open everybody's eyes, include those of women, 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 between men and women needs to be achieved to bridge an age-old, pointless gap."

The TVC:



Creative Agency: Lowe Lintas & 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

Production House: OFFROAD Films

Director: Gauri Shinde

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