Gaon Chalo by Tata Tea



About the Campaign


Tata Tea, though among the smaller Tata companies, has been the most active , internationally. The world sat up and took notice when it acquired Tetley, a company then nearly twice its size, in an audacious leveraged buyout in 2000. Tata Tea may be relatively small, but it’s always been at the vanguard of the Tata globalisation saga. Even today , the most globalised company in the Tata portfolio is not Tata Steel or Tata Motors or even TCS, it’s Tata Tea.

Today, 18% of Tata Motors’ revenues and 20% of Indian Hotel’s revenues comes from international operations, for Tata Tea, it’s 70%. And of course, far more people around the world drink Tata Tea products than TCS products. Tata Tea is now the second largest player in the branded tea segment globally and has a presence in 40 countries.

Campaign’s Objective

Rural India is a challenge and an opportunity for beverage brands. Through Tata Tea Gaon Chalo, campaign, the brand wanted to initiate its rural distribution initiative With this they wanted to not just reach out to these markets, but do so in an innovative way that provided livelihood opportunities for people there. The Gaon Chalo model has proven very effective and currently covers over 74,000 villages across 19 states.

CIL’s Solution

CIL integrate Tata Tea Agni and Josh Gaon Chalo Campaign over Mobile Radio in UP East for two months. The Campaign was driven in two ways:

  1. Mobile Radio triggered by OBD.
  2. Missed to OBD technology

CIL integrate Tata Tea Agni and Josh Gaon Chalo Campaign over Mobile Radio in UP East for two months. The Campaign was driven in two ways:

Outcome

  • •   CIL Generated over 300 Million Unique Codes which were printed on PepsiCo products.
  • •   Over 20 Million Participation sharing the codes for contest participation.
  • •   Over 5 Million Gratification Provided to the winners of different categories.
  • •   CIL managed end-to-end campaign execution from technology point of you including platform development for campaign execution, providing premium number for participation, Application development, and designing randomizer for declaring winners and collecting their information with customer care support.