Gaon Chalo by Tata Tea
OBD · Missed Call · Rural Engagement
About the Campaign
Tata Tea is a globally-focused company within the Tata conglomerate, operating in 40 countries and recognized as the second largest player in the branded tea segment globally. The Gaon Chalo initiative aimed to reach rural India — a challenge and an opportunity for beverage brands. The model covers over 74,000 villages across 19 states, creating livelihood opportunities while driving brand penetration in media-dark regions.
Campaign's Objective
Rural India is a challenge and an opportunity for beverage brands. The Gaon Chalo initiative aimed to reach rural markets through livelihood opportunities, covering over 74,000 villages across 19 states with targeted mobile engagement.
CIL's Solution
The campaign was integrated over Mobile Radio in UP East for two months using Mobile Radio triggered by OBD (Outbound Dialer) and Missed to OBD technology. CIL handled end-to-end execution including platform development, premium number provisioning, application development, randomizer design, and customer care support.
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