IMC - Unification of Corporate, Marketing and Marketing Communications

The core purpose of IMC is to unify and present a single brand identity through different channels. Typically any messages from the organization can originate at three levels - The Tata Tea Jaago Re Campaign

a) Corporate

b) Marketing

c) Marketing Communications

IMC plan can only be successful if we are successfully able to portray and deliver a consistent message that the organization believes in through all its channels.

A brilliant example of the same would be the Tata Tea's "Jaago Re" Campaign.

Tata Tea through its campaign claims to stand for a way of life and banks on the connection with the youth.

It has consistently launched a series of campaigns over the last 4 years echoing a consistent message.

How does the campaign contributes to increasing customer mind share. Many points can be illustrated in this regard -

• It intertwining the themes of civic consciousness with that of the physical and psychological boost that a cup of tea delivers 
• ‘Jaago Re’ has not just reflected the nation’s mood, in many ways, it has been ahead of the curve and in fact shaped the nations mood. “Causes like corruption etc were taken up far before they became popular topics of discussion
• Increased footprint by addressing the youth and now targeting the woman of the house, recognizing her pivotal role as a change agent
• The campaignbuilds upon the huge strengths of not just the Tata brand but also the beliefs of Tata Global Beverages organisation. The close fit gives the campaign a high level of credibility.
• "Jaago Re" is inline with the general notion in all households that tea stands for alertness and feshness

360 Communication strategy adopted -

a) TV ads - The TV ads have consistently echoed the message of social consciousness across  4 years. Have a look at some of them below:

b) Jaago Re Blog - The blog addresses numerous social issues such as civic sense, waste management, ethics and equity etc.

http://www.jaagore.com/blog

c) Website - 

http://www.jaagore.com/microsite/sochbadlo/

The website resonates with the idea of spreading positivity and encourages visitors to voice their opinions on the same.

This is inline with the central brand idea of generating awareness and positivism in the unfair and corrupt world.

c) Sponsorship

The Arsenal Tata Tea Jaago Re Soccer Stars has gained in popularity since its launch in 2007, attracting participation from more than 1,000 schools across the country in 2011. The event, held in association with the London-based 

Arsenal club, helps talented young footballers get access to the best of footballing infrastructure and training.

d) Jaago Re! One Billion Votes



Jaago Re! One Billion Votes is a non-partisan nationwide movement that aims to awaken and enable the citizens of India, especially the youth, to register to vote.It was launched by Tata Tea and Janaagraha (a non-profit organization.). Jaago Re! One Billion Votes is an extension of Tata Tea's iconic Jaago Re! campaign, which focuses on social issues. In 2008, Tata Tea decided to take up youth voting as an issue, and created the One Billion Votes property in association with Janaagraha.
The mission is to register the entire of India for voting in the next 5 years, in order to better Indian democracy. In the launch year (2008–09), the campaign targets the top 35 cities of India, and aims to register millions of youth before the 2009 general elections.