TATA Tea Jaago Re — Power of 49

About the Campaign

Tata Tea Jaago Re represents a cause-focused initiative created by Tata Global Beverages Limited. The program launched in 2008 to partner with non-profits in raising awareness about Indian elections. The Power of 49 sub-campaign debuted in August 2013, targeting women voters who comprise 49% of India's electorate. The initiative sought to inspire women to cast informed votes and recognize their influence on election outcomes. Communication channels included WhatsApp, Facebook, and SMS, chosen because the audience was primarily youth.

Campaign's Objective

Women form 49% of the voter base of our country. Yet most of them are completely unaware about this statistic and the power it connotes. The campaign aimed to educate women and the broader population about voter influence and the systemic change that informed participation can bring.

CIL's Solution

Cosmic Information & Technology Ltd provided missed-call activation and automated IVR systems enabling women to access voting guidance. Additional features included pincode-based mapping and candidate profile distribution, plus custom analytics reporting — making the pledge process seamless across all demographics.

Outcome

• Over 4.5 Million participations across all channels
• First campaign establishing awareness for political leader selection among women
• Considered among the most impactful social campaigns with pan-India reach
• Captured responses across WhatsApp, Facebook, and SMS simultaneously