Jaago Re - the most 'awakening' message: MCCS

By afaqs! news bureau , afaqs!, Mumbai | In Media
Last updated : June 12, 2009
MCCS, in association with afaqs!, carried out a contest to gauge brands' effectiveness to coax people to vote

MCCS Network, which houses brands such as STAR News, STAR Ananda and STAR Majha, has named three brands as being the most efficient and recognised in spreading the message of democracy.

Tata Tea's Jaago Re, Times of India's Lead India and Idea Cellular's My Idea campaigns are the ones that have been the most recalled. However, Jaago Re is the winner, with the majority of the respondents voting for the tea brand's election campaign.

This was the result of the initiative, Brands Empowering Democracy, which was promoted on afaqs! as well as on the network channels. The first stage was to identify such brand campaigns, which was done through advertising on afaqs!. The three brands that were shortlisted were - Tata Tea, TOI and Idea.

In the second level, MCCS asked viewers to vote for the most persuasive campaign (amongst these three) which prompted them to step out and vote. This campaign ran for three days on each of the three channels and got a phenomenal response.

About 73 per cent of the viewers voted for Jaago Re, while 14 per cent voted for Lead India and 13 per cent voted for My Idea.

Neeraj Sanan, marketing head, MCCS, says that the initiative was undertaken to recognise the efforts by corporate houses to urge people to vote. "Today, the pride associated with voting has gone up and so has the embarrassment associated with not voting," says Sanan, crediting corporate houses to a great extent for the change in mindset.

MCCS will continue with such endeavours to recognise efforts taken by brands to empower citizens and increase their participation.

First Published : June 12, 2009

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