Tata Tea: A case of ‘social-cause’ marketing

From cartons to polypacks, heritage plantation to a branded beverage company, ‘Gaon Chalo’ to ‘Jaago Re’, Tata tea has come a long way since its inception in 1986 when the packaged tea market was dominated by one large player with over 70 per cent market share. Tata Tea claims to stand for a way of life for its consumers and has transformed the way beverages are marketed through its ‘Jaago Re’ campaigns. Striking a chord with the youth, the tea brand launched a series of campaigns over the last four years that wove in the theme of social issues.

Social stimulation
Tata Tea was launched with a communication on its product functionality of ‘garden fresh.’ From there it has moved to the current campaign since 2007, which is about bringing important social issues to the forefront of societal mindset. “The campaign has worked on two levels: by intertwining the themes of civic consciousness with that of the physical and psychological boost that a cup of tea delivers. The ‘Jaago Re’ campaign drives synergy by providing a common, unique umbrella message of ‘social awakening’ that brings its national brands together,” says Vikram Grover, Vice-President, Marketing, Tata Global Beverages.   He adds that, ‘Jaago Re’ has not just reflected the nation’s mood, in many ways, it has been ahead of the curve and in fact shaped the nations mood. “Causes like corruption etc were taken up far before they became popular topics of discussion,” he says. 

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