The Brief

Push the Pin is one of India’s largest mobile initiatives that enabled the creation of the first ever crowdsourced manifesto for women, by women & of women and formed the core of Tata Tea's 'Power of 49' campaign. The campaign which launched ahead of the biggest General Election in Indian history targeted the core consumer of the brand - the Indian housewife. Based on the insight that despite forming 49% of the electoral base, women do not vote independently because they felt that voting does not address their issues And Push the pin provided a platform, to these women.

Creative Execution

Tata Tea's Jaago Re is a cause marketing initiative aimed at 'awakening' consumers to the social issues impacting the country with a strong focus on "women", the brand's target consumer. The brand's objective was to leverage the power of digital to identify issues relevant to women and raise these issues to political parties. Push the Pin is a web & mobile application that enables users to push a pin using their mobile phones on an issue they are facing and aggregrates all issues being pushed at a constituency level, via na SMS or even through just a missed call.

Describe the creative solution to the brief/objective.

With Social Media believed to impact voting results in 30% of the constituencies, the brand's objective was to leverage the power of digital to identify issues relevant to women and raise these issues to political parties. Push the Pin is a web & mobile application that enables users to push a pin on an issue they are facing and aggregrates all issues being pushed at a constituency level. With mobile phones having a penetration of over 90% in India, users could even push the pin through SMS or through a missed call.

Results

Over a 3 month period, over 800,000 issues were raised across the country covering 96% of the Electoral Constituencies geographically and 99% of the issues raised from mobile devices. The issues raised from the application were presented to the leading political candidates on prime time television on the CNN IBN news network every week. Women’s Safety emerged as the most pinned issues across the country and the issue was discussed by over 1000 politicians standing in the election.