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Emvies 2012: 'Soch Badlo' with Tata Tea

By Shibani Gharat , afaqs!, Mumbai | In Media Planning & Buying | August 29, 2012
At the case study presentations for Emvies 2012, Madison Media Omega put forth its initiative for Tata Tea and how it brought about a positive change.

A positive idea can change perspectives; Tata Tea began the Soch Badlo campaign with this thought, targeted to bring about a positive change in the country, thereby reinforcing brand Tata Tea in the minds of the consumer.

Executed by Madison Media Omega, the campaign recognised how Indian citizens were becoming more responsible to bring about a positive change. The need of the hour was a catalyst that sowed the seed of positivity and showed that the glass was half full, thus igniting a chain of positive thoughts which transform into action.

Tata Tea Tvc

The company launched the 'India Awakens' series - agents of change and started a 25-part editorial sequence. This series spanned over three months and featured inspirational stories of five change agents, while calling the 'Junta' at large to share similar acts of positivity. The 'Soch Badlo' campaign was also spread across radio and the internet.

All the inspirational stories culminated in a coffee table book launched by Dr. Jairam Ramesh. Madison Media Omega presented the campaign details at the Emvies 2012 case study presentation round.

Tata Tea has transformed a tea brand from a mere physical awakening to emotional and social awakening. This elevated the brand image, strongly improving the brand in the 'aam-aadmi's' social circle.

The campaign has been shortlisted under various sub-categories such as Best Media Innovation - Branded Content and Best Media Strategy - Consumer Products.

Through the Soch Badlo campaign, it seeded positivity by inviting people to share their positive stories. The agency tapped Hindustan Times and Hindustan, with a combined reach of 1.5 million readers in the key markets of Delhi and NCR.

This was followed by India Awakening, a 25-part editorial series featuring 25 revolutionaries, from a poor man's 'medicine baba' to a vigilant passport officer. These were put back to print to complete the feedback route.

The campaign was taken on radio through Fever 101 FM to drive interactivity.

Jaagore.com was the instigator of all things positive on the net. It garnered 25 stories in all editions of Hindustan and Hindustan Times combined, 45 branded pointers on the front page, 65 hours of radio programming, 38,000 commercial seconds on the radio, and more than 300 RTL mentions (radio) across 25 different broadcasting locations.

The campaign generated more than 1,000 comments on radio; 1,50,000 interactions on social media; and 6,60,000 positive content shared on Jaagore.com. Celebrities were also involved in the campaign. Over all, there was 8 per cent growth in the spontaneous recognition of the brand.

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