Creative Execution

The women needed a free-zone where they could make their opinions heard. So we used mobile to give these women a voice. We used mobile as a tool for women to register their issues via missed call mechanism using the native voice function. All data got aggregated at one central destination on the brand website. We also replicated this function in native environments of popular youth and rural networks like Rocketalk and Nimbuzz. Closer to elections, women could just submit their pincodes and get critical candidate information. They also got parameters of casting the right vote through an SMS.

Reached 102mn women. Received >8 lacs issues from 504/543 parliamentary constituencies. > 5Mn interactions = ~1 phone ringing continuously for >20 months.. Manifesto presented to ALL 3 leading parties. Unprecedented social buzz on twitter, facebook and brand website. Generated PR worth 4.62mn USD. Brand track showed that faith and desire of women to participate in the elections were up by 50-70%. Upswing of 300% in FEMALE VOTER INTENTION as compared to the previous elections.24% of cabinet ministers in the new government are women - the highest ever in the Indian Parliament history Tata Tea was able to maintain its market leadership with 22.3% of value share. (During the financial year there was no drastic change in other marketing inputs). Increased its portfolio market share by 10 basis points. Tata Tea Gold, the lead brand of PO49, grew double than the category. Preference for the brand grew by 50%.

With pressure from HUL for leadership intensifying, Tata-Tea set itself the following tasks of engaging directly with the biggest gatekeeper for Tata Tea– Women and effect REAL action at a big scale Women form 49% of Indian electorate, but very few vote. Inspite of being 49% of electorate, women never realise the power of the collective. Consequently, politicians ignore women in spite of being largest voting-block and never address issues concerning women. Thus was born the “Power of 49” (PO49) campaign; urging the country to take note of the power of 49% Indian women, with power to make or break the government. For the campaign to be successful we needed to address the ‘Women from Bharat’, who represent the lower-middle class, rural and marginally literate or illiterate housewives- who vote along the lines of the family under duress. Mobile addressed the Bharat, motivating them to bring about change.